Taken from The Proceedings of the XXII ISPIM Conference held in Hamburg, Germany - 12-15 June 2011 ISBN 978-952-265-092-4. The full paper and/or presentation is available to current members of ISPIM who must log in to the Members Section of http://www.ispim.org to gain access.

Social Media's Possibilities for Improving Business-to-Business Customer Interaction and Understanding


Jari Jussila, Hannu Kärkkäinen, Maija Leino


In the paradigm of open innovation, it is recognized that valuable innovation-related knowledge is being increasingly widely distributed to different actors, organizations and communities. Social media can provide novel and useful ways of interacting and collaborating in innovation, as well as for creating new information and knowledge about customers for innovations. These have not yet been much investigated because of the novelty of social media concepts and approaches. Furthermore, the possibilities of social media are not yet well understood in the contexts of innovation and customer interaction, and importantly, while the business-to-consumer sector standpoint is more researched and understood, the business-to-business sector standpoint is very little studied in the above contexts. With the help of a literature study and a survey in Finnish companies, we studied the current state-of-the art concerning the potential and possibilities of social media in facilitating customer interaction in the innovation process.