2016 Fiscal Year Final Research Report
Business Innovation Strategy by Social Media
| Project/Area Number |
24530435
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| Research Category |
Grant-in-Aid for Scientific Research (C)
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| Allocation Type | Multi-year Fund |
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| Section | 一般 |
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| Research Field |
Business administration
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| Research Institution | Kindai University (2013-2016)
Otemon Gakuin University (2012) |
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Principal Investigator |
IDOTA Hiroki 近畿大学, 経済学部, 教授 (10352957)
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| Project Period (FY) |
2012-04-01 – 2017-03-31
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| Keywords | ソーシャルメディア / オープンイノベーション / ソーシャルキャピタル / 組織学習 / 吸収能力 / 人的資源管理 |
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| Outline of Final Research Achievements |
Social media to use for corporate innovation strategy were studied.
Based on the survey results on social media for business use and product development in Japanese advanced firms, we clarified that social media was effective to grasp customer needs, improve brand image, joint development with lead users, increase opportunities for acquiring new customers, reduce advertising expenses and improve sales.
We also found that it helped consumers participate in devising and evaluating new product concept drafts, and person in charge of product development cooperated with consumers by using social media to develop new products according to customer needs.
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| Free Research Field |
経営学
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