Original paper
How important is alignment of social media use and R&D–Marketing cooperation for innovation success?
Abstract
Efforts to use social media as a network tool for open innovations have not met expectations, or utilized its potential adequately. Recent research on identifying firms’ social media skill has not addressed the complex underlying mechanisms and calibration of social media capabilities. We explore how, why, and which resources an organization should integrate. Social media in NPD should be accompanied by carefully aligned R&D – marketing...
Paper Details
Title
How important is alignment of social media use and R&D–Marketing cooperation for innovation success?
Published Date
Aug 1, 2020
Journal
Volume
116
Pages
1 - 12
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Notes
History