Towards social media strategy: Challenges in B-to-B sales and innovation

Tuija Rantala, Maria Antikainen

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


    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


    ConferenceISPIM Innovation Summit 2015
    Abbreviated titleISPIM Brisbane 2015


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


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