Essays on Using Social Media to Facilitate Innovation and New Product Development Research Paper

Download full paperFile format: .doc, available for editing

The paper "Using Social Media to Facilitate Innovation and New Product Development" is a perfect example of a management research paper. Nowadays, the common knowledge about the process of innovation focuses on the observation that business organisations hardly innovate on their own and that innovation is achieved through interactive relationships between different institutions such as producers and users. Social media is a crucial tool for innovation because it allows firms to draw insights, which may be utilised for organisational innovation and product development. Therefore, the use of social media is turning out to be more embedded in people’ s day-to-day lives, both personally as well as professionally.

The report provides evidence that Innovation initiatives that are more successful are those aligned with the innovation strategies and overall product development of the company. This report suggests an Auto-Robotic technology that would facilitate digital production of the Body-in-White at Iveco Australia. This innovation has not been applied yet by automakers and could enable Iveco to achieve improved productivity and efficiencies and eventually increase returns. Without a doubt, robots are swiftly becoming cheaper, faster, and smarter.

Importantly, they will dramatically transform the processes of manufacturing in the coming years. The suggested robotic innovation improves automation and can level the international playing field for car manufacturing. The purpose of this report is to analyse how social media within and outside Iveco Australia may be utilised to facilitate innovation, new product development and commercialization.   1.0 Introduction Innovation according to Greenhalgh and Rogers (2010, p. 4) is the process of applying new ideas to the processes or products in an organisation that result in a better value. Iveco Australia needs a robotic innovation that would facilitate flexible production and result in a sustainable competitive advantage.

The suggested innovation utilises wireless internet connection in coordinating the company’ s needs with the equipment used for production. The innovation will enable engineers at Iveco to produce car bodies efficiently and cost-effectively. As observed by PWC (2015, p. 6), robots have been equipped with improved abilities thanks to advancements in technology.

References

Bendapudi, N. & Leone, R.P., 2003. Psychological Implications of Customer Participation in Co-Production. Journal of Marketing, vol. 67, no. 1, pp.14-28.

Bogue, R., 2013. Robotic vision boosts automotive industry quality and productivity. Industrial Robot: An International Journal, vol. 40, no. 5, pp.415–19.

Carr, J. et al., 2015. Social media in product development. Food Quality and Preference, vol. 40, pp.354–64.

Culnan, M.J., McHugh, P.J. & Zubillaga, J.I., 2010. How Large U.S. Companies Can Use Twitter and Other Social Media to Gain Business Value. MIS Quarterly Executive, vol. 9, no. 4, pp.243–59.

Duncan, R., Anthos, Y. & Erasmus, R., 2011. Inter-firm Relationships: Collaborative Asset or Competitive Risk? Competitive Intelligence, vol. 14, no. 3, pp.34-39.

Greenhalgh, C. & Rogers, M., 2010. The Nature and Importance of Innovation. In Innovation, Intellectual Property, and Economic Growth. Princeton, NJ: Princeton University Press. pp.3-31.

Groenveld, P., 2007. Roadmapping Integrates Business and Technology. Research-Technology Management , vol. 50, no. 6, pp.49-58.

He, W. & Wang, F.-K., 2015. A process-based framework of using social media to support innovation process. Information Technology and Management, vol. 17, no. 3, pp.263-77.

Holtzblatt, L. & Tierney, M.L., 2011. Measuring the effectiveness of social media on an innovation process. In Proceedings of the 2011 annual conference extended abstracts on Human factors in computing systems., 2011. ACM.

Hudson, S., Roth, M.S., Madden, T.J. & Hudson, R., 2015. The effects of social media on emotions, brand relationship quality, and word of mouth: An empirical study of music festival attendees. Tourism Management, vol. 47, p.68e76.

Kastelle, T. & Ohr, R., 2013. The role of social media for innovation. In Strategy and communication for innovation. In Strategy and Communication for Innovation. Berlin, Heidelberg: Springer. pp.427–36.

Kenly, A. & Poston, B., 2011. Social Media and Product Innovation. White Paper. Worms, Germany: Kalypso.

Kim, A.J. & Ko, E., 2012. Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, vol. 65, pp.1480–86.

Kohler, T., Fueller, J., Matzler, K. & Stieger, D., 2011. Co-creation in virtual worlds: the design of the user experience. MIS Quarterly, vol. 35, no. 3, pp.773–88.

Kolko, J., 2015. Design thinking comes of age. Harvard Business Review, pp.66-71.

Lakhani, K.R., 2013. Using the Crowd as an Innovation Partner. Harvard business review, pp.61-69.

Lam, H.N., 2016. USING SOCIAL MEDIA TO DEVELOP AND COMMERCIALIZE NEW ICT PRODUCTS. Master’s thesis. Espoo, Finland: Aalto University.

Leonardi, P.M., Huysman, M. & Steinfield, C., 2013. Enterprise social media: definition, history, and prospects for the study of social technologies in organizations. Journal of Computer-Mediated Communication, vol. 19, no. 1, pp.1-19.

Liu, H., Zhang, J., Liu, R. & Li, G., 2014. A model for consumer knowledge contribution behavior: the roles of host firm management practices, technology effectiveness, and social capital. Information Technology and Management, vol. 15, no. 4, pp.255–70.

Marian, M.M. & Martinez, G., 2015. Social Media: A TOOL FOR OPEN INNOVATION. California Management Review, vo. 56, no. 4, pp. 124-143.

Montgomery, D. & Perry, G.S., 2000. Build Innovation into Your Strategy. Cary, North Carolina: Balanced Scorecard Institute.

Morris, L., 2006. Permanent Innovation: The Definitive Guide to the Principles, Strategies, and Methods of Successful Innovators. California : Innovation Academy.

Morris, L., 2011b. The Innovation Master Plan: the CEO’s guide to innovation, Innovation Academyn. Walnut Creek, California: Innovation Academy. pp.189-210.

Nguyen, B., Yu, X., T.C.Melewar & Chen, J., 2015. Brand innovation and social media: Knowledge acquisition from social media, market orientation, and the moderating role of social media strategic capability. Industrial Marketing Management, vol. 51, pp.11-25.

Palmer, D. & Kaplan, S., 1998. A framework for stratetegic innovation: Blending strategy and creative exploration to discover future business opportunities. White paper. San Fransisco: InnovationPoint LLC.

Paolacci, G., Chandler, J. & Ipeirotis, P.G., 2010. Running Experiments on Amazon Mechanical Turk. Judgment and Decision Making, vol. 5, no. 5, pp.411–19.

Peltola, T. & Mäkinen, S.J., 2014. Influence of the Adoption and Use of Social Media Tools on Absorptive Capacity in New Product Development. Engineering Management Journal, vol. 26, no. 3, pp.45-51.

Peters, S. et al., 2014. Automotive manufacturing technologies – an international viewpoint. Manufacturing Review, vol. 1, no. 10, pp.1-12.

Pisano, G.P., 2015. You need an innovation strategy - It’s the only way to make sound trade-off decisions and choose the right practices. Harvard Business Review, vol. 93, no. 6, pp.44–54.

PWC, 2015. “Cobotics”: Will companies warm to the new wave of Next Manufacturing? Survey. New York: PricewaterhouseCoopers LLP.

Rao, J. & Weintraub, J., 2013. How Innovative Is Your Company’s Culture? MIT Sloan Management Review, vol. 54, no. 3, pp.29-37.

Roberts, D.L. & Piller, F.T., 2016. Finding the Right Role for Social Media in Innovation. MIT Sloan Management Review, vol. 57, no. 3, pp.41-47.

Shapira, H., Ketchie, A. & Nehe, M., 2015. The integration of Design Thinking and Strategic Sustainable Development. Journal of Cleaner Production, vol. 1, pp.1-11.

Shaw, R., 2015. The New Innovation. Marketing Insights , pp.37-40.

Simula, H., Töllinen, A. & Karjaluoto, H., 2013. Crowdsourcing in the social media era: A case study of industrial marketers. Journal of Marketing Development and Competitiveness, vol. 7, no. 2, pp.122-37.

Singh, B., Sellappan, N. & Kumaradhas, P., 2013. Evolution of Industrial Robots and their Applications. International Journal of Emerging Technology and Advanced Engineering, vol. 3, no. 5, pp.763-68.

Sundararajan, A., Provost, F. & Aral, S., 2013. Research Commentary-Information in Digital, Economic, and Social Networks. Information Systems Research , vol. 24, no. 4, pp.883–905.

Vulavala, H. & Ulmer, J.M., 2014. Importance of Robotics in Automotive Manufacturing. Insights to a Changing World Journal , vol. 2014 , no. 4, pp.20-32.

Yoo, Y. & Kim, K., 2015. How Samsung Became a Design Powerhouse. Harvard Business Review, pp.73-78.

Zhu, Y.-Q. & Chen, H.-G., 2015. Social media and human need satisfaction: Implications for social media marketing. Business Horizons, vol. 58, p.335—345.

Zwass, V., 2010. Co-creation: toward a taxonomy and an integrated research perspective. International Journal of Electronic Commerce, vol. 15, no. 1, pp.11–48.

Download full paperFile format: .doc, available for editing
Contact Us