Finding the right role for social media in innovation
Although some companies have been able to use social media to develop new insights that lead to successful new products, many others simply do not know how to utilize social media for innovation. Whats more, some companies have seen their innovation performance negatively affected. Nevertheless, soc...
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| Format: | Article |
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Massachusetts Institute of Technology, Cambridge, MA
2016
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| Online Access: | https://eprints.nottingham.ac.uk/37597/ |
| _version_ | 1848795494161055744 |
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| author | Roberts, Deborah L. Piller, Frank |
| author_facet | Roberts, Deborah L. Piller, Frank |
| author_sort | Roberts, Deborah L. |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | Although some companies have been able to use social media to develop new insights that lead to successful new products, many others simply do not know how to utilize social media for innovation. Whats more, some companies have seen their innovation performance negatively affected. Nevertheless, social media provides a game-changing opportunity for companies that learn how to exploit it. In order to use social media for innovation, organizations need clear strategies and objectives. The authors of this article recently studied the social media practices of large global companies as they relate to new product development, using data from the Product Development Management Associations 2012 Comparative Performance Assessment Study. Broadly speaking, we found that for many companies, the results of using social media for new product development fell short of expectations. Less than 50% of the companies surveyed use social media during the new product development process. Many of the companies we surveyed didn't seem to recognize the differences and functionalities of different social media platforms and media sources. It is critical that top leadership play an active role by encouraging cooperation and idea sharing among the various players. |
| first_indexed | 2025-11-14T19:32:59Z |
| format | Article |
| id | nottingham-37597 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| last_indexed | 2025-11-14T19:32:59Z |
| publishDate | 2016 |
| publisher | Massachusetts Institute of Technology, Cambridge, MA |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-375972020-05-04T17:47:20Z https://eprints.nottingham.ac.uk/37597/ Finding the right role for social media in innovation Roberts, Deborah L. Piller, Frank Although some companies have been able to use social media to develop new insights that lead to successful new products, many others simply do not know how to utilize social media for innovation. Whats more, some companies have seen their innovation performance negatively affected. Nevertheless, social media provides a game-changing opportunity for companies that learn how to exploit it. In order to use social media for innovation, organizations need clear strategies and objectives. The authors of this article recently studied the social media practices of large global companies as they relate to new product development, using data from the Product Development Management Associations 2012 Comparative Performance Assessment Study. Broadly speaking, we found that for many companies, the results of using social media for new product development fell short of expectations. Less than 50% of the companies surveyed use social media during the new product development process. Many of the companies we surveyed didn't seem to recognize the differences and functionalities of different social media platforms and media sources. It is critical that top leadership play an active role by encouraging cooperation and idea sharing among the various players. Massachusetts Institute of Technology, Cambridge, MA 2016-04-08 Article PeerReviewed Roberts, Deborah L. and Piller, Frank (2016) Finding the right role for social media in innovation. MIT Sloan Management Review, 57 (3). pp. 41-47. ISSN 1532-9194 Social networks; Innovations; Competitive advantage; Polls & surveys; Product development; Leadership http://sloanreview.mit.edu/article/finding-the-right-role-for-social-media-in-innovation/ |
| spellingShingle | Social networks; Innovations; Competitive advantage; Polls & surveys; Product development; Leadership Roberts, Deborah L. Piller, Frank Finding the right role for social media in innovation |
| title | Finding the right role for social media in innovation |
| title_full | Finding the right role for social media in innovation |
| title_fullStr | Finding the right role for social media in innovation |
| title_full_unstemmed | Finding the right role for social media in innovation |
| title_short | Finding the right role for social media in innovation |
| title_sort | finding the right role for social media in innovation |
| topic | Social networks; Innovations; Competitive advantage; Polls & surveys; Product development; Leadership |
| url | https://eprints.nottingham.ac.uk/37597/ https://eprints.nottingham.ac.uk/37597/ |