Towards social media strategy

Challenges in B-to-B sales and innovation

Research output: Chapter in Book/Report/Conference proceedingConference article in proceedingsScientific

Abstract

The purpose of the paper is to create deeper and holistic understanding of the formulation of social media strategy in the b-to-b companies. The study employed a qualitative case study approach and utilised qualitative data that were collected from two interview rounds. The first interview round concentrated on the challenges of customer interaction in innovation, and the second one on the challenges of social media usage in b-to-b sales. Based on the literature review and interview findings, there is a need for an integrated b-to-b social media strategy with a holistic business approach. The identified challenges were formulated into an integrated social media framework, which discusses the theme from several viewpoints - marketing and sales, communications, research and development, legal, IPR and security, human resources, and information systems.
Original languageEnglish
Title of host publicationProceedings from ISPIM Innovation Summit, Brisbane, Australia (2015)
Subtitle of host publicationChanging the innovation landscape
PublisherInternational Society for Professional Innovation Management ISPIM
ISBN (Print)978-1-911136-00-2
Publication statusPublished - 2015
MoE publication typeB3 Non-refereed article in conference proceedings
EventISPIM Innovation Summit 2015: Changing the innovation landscape - Brisbane, Australia
Duration: 6 Dec 20159 Dec 2015

Conference

ConferenceISPIM Innovation Summit 2015
Abbreviated titleISPIM Brisbane 2015
CountryAustralia
CityBrisbane
Period6/12/159/12/15

Fingerprint

Social media
Innovation
Integrated
Information systems
Human resources
Marketing
Qualitative data
Literature review
Communication
Interaction

Keywords

  • challenges
  • social media
  • b-to-b sales
  • innovation
  • b-to-b marketing
  • social media strategy

Cite this

Rantala, T., & Antikainen, M. (2015). Towards social media strategy: Challenges in B-to-B sales and innovation. In Proceedings from ISPIM Innovation Summit, Brisbane, Australia (2015): Changing the innovation landscape International Society for Professional Innovation Management ISPIM.
Rantala, Tuija ; Antikainen, Maria. / Towards social media strategy : Challenges in B-to-B sales and innovation. Proceedings from ISPIM Innovation Summit, Brisbane, Australia (2015): Changing the innovation landscape. International Society for Professional Innovation Management ISPIM, 2015.
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Rantala, T & Antikainen, M 2015, Towards social media strategy: Challenges in B-to-B sales and innovation. in Proceedings from ISPIM Innovation Summit, Brisbane, Australia (2015): Changing the innovation landscape. International Society for Professional Innovation Management ISPIM, ISPIM Innovation Summit 2015, Brisbane, Australia, 6/12/15.

Towards social media strategy : Challenges in B-to-B sales and innovation. / Rantala, Tuija; Antikainen, Maria.

Proceedings from ISPIM Innovation Summit, Brisbane, Australia (2015): Changing the innovation landscape. International Society for Professional Innovation Management ISPIM, 2015.

Research output: Chapter in Book/Report/Conference proceedingConference article in proceedingsScientific

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Rantala T, Antikainen M. Towards social media strategy: Challenges in B-to-B sales and innovation. In Proceedings from ISPIM Innovation Summit, Brisbane, Australia (2015): Changing the innovation landscape. International Society for Professional Innovation Management ISPIM. 2015