A comparison of social media marketing between B2B, B2C and mixed business models

This paper explores the implicit assumption in the growing body of literature that social media usage is fundamentally different in business-to-business (B2B) companies than in the extant business-to-consumer (B2C) literature. Sashi’s (2012) customer engagement cycle is utilized to compare B2B, B2C, Mixed B2B/B2C and B2B2C business model organizational practices in relation to social media usage, importance, and its perceived effectiveness as a communication channel. Utilizing 449 responses to an exploratory panel based survey instrument, we clearly identify differences in social media marketing usage and its perceived importance as a communications channel. In particular we identify distinct differences in the relationship between social media importance and the perceived effectiveness of social media marketing across business models. Our results indicate that B2B social media usage is distinct from B2C, Mixed and B2B2C business model approaches. Specifically B2B organizational members perceive social media to have a lower overall effectiveness as a channel and identify it as less important for relationship oriented usage than other business models

Virtual HR Departments: Getting Out of the Middle

In this chapter, we explore the notion of virtual HR departments: a network-based organization built on partnerships and mediated by information technologies in order to be simultaneously strategic, flexible, cost-efficient, and service-oriented. We draw on experiences and initiatives at Merck Pharmaceuticals in order to show how information technology in establishing an infrastructure for virtual HR. Then, we present a model for mapping the architecture of HR activities that includes both internal and external sourcing options. We conclude by offering some recommendations for management practice as well as future research

Investigating knowledge management factors affecting Chinese ICT firms performance: An integrated KM framework

This is an Author's Accepted Manuscript of an article published in the Journal of Information Systems Management, 28(1), 19 - 29, 2011, copyright Taylor & Francis, available online at: http://www.tandfonline.com/10.1080/10580530.2011.536107.This article sets out to investigate the critical factors of Knowledge Management (KM) which are considered to have an impact on the performance of Chinese information and communication technology (ICT) firms. This study confirms that the cultural environment of an enterprise is central to its success in the context of China. It shows that a collaborated, trusted, and learning environment within ICT firms will have a positive impact on their KM performance

Empirical analysis of internal social media and product innovation: Focusing on SNS and social capital

Recently social media such as Blog and SNS has been introducing by many firms for means of sharing information inside the firm, in particular to promote product and process innovation. This paper attempts to examine the relationship between social media and product innovation, and research questions are summarized as follows: (i) whether social capital influences the use of social media; (ii) whether social media promotes product innovation; and (iii) whether the effect of social media on product innovation is different in the manufacturing and service industry. The analysis clarifies that social capital in the firm is indispensable for the effective use of social media. Managerial attitudes toward innovation and social media are requirements for firms to promote product innovation. Managers thus should make an effort to raise social capital and nurture reciprocal culture for SNS use inside the firm. The paper finds that social media for product innovation is more important in the service industry than manufacturing. Social media makes it easy to obtain customers' information and share it among related sections, because social media enables to expand channels to make contact directly with the customer in the service industry.Social Media , Product Innovation,Social Capital,Ordered Probit Regression

Corporate marketing strategy using social media: a case study of the Ritz-Carlton Seoul

With the increasing trend of popularity of websites and social networking sites, it is quite evident that companies need to take cautionary measures in protecting the reputations with respect to company and brands. In this process, every company should indulge in enhancing their company and brand image through websites and social networking sites that fortify the bonding nature among them. The always-on nature of websites and social networking sites has contributed to their phenomenal marketing power and altered the balance of power between consumers and firms. Websites and social networks are used by hundreds of millions of people to communicate about a huge range of topics, including personal interests, activities, social events and even public issues. The paper explores a case study of the Ritz- Carlton hotel for their marketing strategy and organizational use of their website and social media in communicating with their customers. Even for the normal luxury traveler who would not have previously used the Internet to research a hotel or make a reservation, ritzcarlton.com is making it possible for them to do so in a sense of the luxury and typical Ritz-Carlton style. It seems to be a staple of the company for years to come

The channels of technology acquisition in commercial firms, and the NASA dissemination program

Technology acquisition in commercial firms, and NASA dissemination progra

Collective Action and Post-Communist Enterprise: The Economic Logic of Russia’s Business Associations

Drawing on a unique set of surveys, this article explores the question of whether Russia’s post-communist business associations are generally antithetical to or supportive of the broad objectives of economic restructuring. Contrary to the most widely cited analysis as to the purposes of collective action in the business community, the survey evidence demonstrates that association members have embraced market-adapting behaviors at greater rates than nonmembers. The responses of both firms and associations, moreover, suggest that the associations themselves may, at least in part, be directly responsible. These findings point to the conclusion that in contemporary Russia the net returns to collective action in support of market development are high relative to those for purposes that are less benign.http://deepblue.lib.umich.edu/bitstream/2027.42/40180/3/wp794.pd

Knowledge source preferences as determinants of strategic entrepreneurial orientation

In the knowledge intensive context, firms’ capacity to integrate external and internal sources of knowledge becomes an important competitive advantage and may distinguish entrepreneurial from conservative firms. This paper explores the proposition that differences in strategic entrepreneurial orientation (EO) across firms may be significantly determined by differences in firms’ preferences regarding knowledge sources. Our research is based on 208 firms operating in knowledge intensive industries in six Central and East European countries (CEEC). We identified three types of firms in terms of patterns of sources of knowledge: external R&D knowledge based firms, in-house knowledge based firms and value chain dependent firms. By using different proxies or different dimensions of EO, we have found that the EO is strongest in firms based on external knowledge. Firms with inhouse based knowledge have an intermediate strength of the EO, and firms dependent on value chains are the least entrepreneurially oriented. We have also found moderate support for grouping different proxies of EO into three dimensions identified in literature – innovativeness, pro-activeness and risk-taking. Value chain firms are not pro-active, have the lowest innovativeness, and are the most risk averse. External knowledge based firms are the most active in all three dimensions of EO, while inhouse knowledge based firms are in an intermediate position. Our results point to strong systemic features of entrepreneurial activities; i.e., EO is inherently different in different sub-populations of firms depending on their patterns of sources of knowledge. It seems that these patterns operate as a moderating factor between performance and the EO, which explains mixed results from the literature

Exploring the evidence base : an overview of the literature on the economic impact of knowledge transfer

This paper presents a policy-focused overview of relevant extant and ongoing research relating to the economic impact of knowledge transfer from higher education institutions. It highlights gaps in the current higher education research policy agenda on knowledge transfer as well as making suggestions where further research could most usefully inform policy. Consideration is also given within this paper to the development and use of metrics related to knowledge transfer activities of higher education institutions

Technology transfer - A selected bibliography

Selected bibliography on technology transfe