publication . Article . 2016

Finding the right role for social media in innovation

Roberts, Deborah L.; Piller, Frank;
Open Access English
  • Published: 08 Apr 2016
  • Publisher: Massachusetts Institute of Technology, Cambridge, MA
  • Country: United Kingdom
Abstract
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 M...
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