创新@清华
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讲座预告:肯特商学院SooHee Lee|借助社交媒体的合力创造与创新策略
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【主讲】Soo Hee Lee,肯特大学肯特商学院教授

【题目】借助社交媒体的合力创造与创新策略:以乐高为例

【时间】20161116日(周三)10:00-12:00

【地点】清华经管学院 伟伦楼513

【语言】英文

【主办】清华大学技术创新研究中心


Summary

 

This lecture examines the current literature on social media and innovation by introducing a conceptual framework about social media strategy for co-creation in the innovation process. This research contributes a theory depicting framing user engagement and governing user communities as components of social media strategy which support co-ideation, co-selection, co-diffusion and co-exploitation in new product development. As illustrated by the case of LEGO, social media strategies transcend participation on commercial social networks, including the development of digital platforms for co-creation, and the interaction with users on social media. Framing user engagement should be supported by governance mechanisms which facilitate knowledge and resources exchange between the firm and the user community, enabling the integration of users as co-creators in the new product development process. Finally, this lecture addresses managerial implications for developing social media strategies, as well as implications for future research regarding the strategic use of social media within organisations and building user communities.