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Facilitating alliance value creation through social media

Facilitating alliance value creation through social media






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  • Due to the difference in competencies among companies, many employees might perceive many negative stereotypes of the other companies since they aren’t match the others’ competencies. Researches show that when time goes by, they start work well together and learn from others. However after they reach certain skill, the negative image reappear. Even a small mistake can be overshadowed any contributions of others. Alliance could reduce the duplication, however this is built on the development of trust, which could turn out to be costly if companies couldn’t find the way to built trust between the others or adding too many expatriates or monitoring employees.  Different in culture can interference the ability to work together=> social media can help.Lack of alliance identity that makes some employees prefer joint venture.Employees’ career prospects were tied to the company, while their emotional loyalty was to a certain extent also to their temporary team member. Transparency and trust, Social media can help
  • Social media can help bridging the gaps among parties in an alliances. In a short discussion, I will focus on how skill is sharing or knowledge management issue
  • Strong tie: group editing – google docWeak tie: twitter – got link you couldn’t know, got to know people can’t know Potential tie: Blogoshere – find people interested in what you interested inInnovation. Put a blog, people commented and found themselves friends.None tie: Prediction market – collective intelligenceStrangers produce better prediction (poll, survey) than professional work together forecast.Prediction markets (also known as predictive markets, information markets, decision markets, idea futures, event derivatives, or virtual markets) are speculative markets created for the purpose of making predictions. Assets are created whose final cash value is tied to a particular event (e.g., will the next US president be a Republican) or parameter (e.g., total sales next quarter). “Wikipedia”Google uses a prediction market internally to predict launch dates and other strategic events.
  • Weak ties are strong. Weak-tie, Potential or even none-tie networks are great places to look for valuable knowledge, innovation and inspiring people. And ESSPs is a great tool for building, maintaining, and exploiting networks of weak ties. ESSP - technologies that support collaborative work without pre-defining its structure. Structure in this context means workflows, roles and responsibilities, interdependencies, and decision rights. ESSPs like wikis, blogs, social bookmarking and social networking software, Twitter, and prediction markets first became popular on the Internet and came to be labeled “Web 2.0.”1973 The Strength of Weak Ties1Mark S. GranovetterJohns Hopkins University
  • What to do with the measurement result? Reward? How?This method seems to work with the small organization but it could be pretty much time consuming and even be considered as bureaucracy for the large organization

Facilitating alliance value creation through social media Facilitating alliance value creation through social media Presentation Transcript

  • Facilitating alliance value creation through social media
  • Alliances
    The harnessing of resources skills, experiences and technology
    Business success over and above that which either company could achieve alone
    The whole should be greater than the sum of the parts.
  • But successful alliances are difficult to achieve
    The HOW
    The ‘soft’ side:
    Culture, behaviours, values, and people
    The WHAT
    The ‘hard’ edge:
    Systems, processes, structures, and business strategy
  • Alliance challenges
    Differences in:
    Benefits, rewards, career path
    Organization structures, strategy, systems
    Difficulty in building trust between partners
    Coordination and knowledge exchange between different alliance projects
    Transparency and leakage of information
    Alliance managements’ responsibilities include areas outside the alliance, which sometimes even in areas of direct competition with one another
  • Overcoming the challenges
  • Sharing and developing skills through social media
    See alliance team as an organization: there are 4 kinds of relationships among employees
    Andrew McAfee, 2008
  • Sharing and developing skills through social media
    People tend to form strong ties with others who are similar (“birds of a feather flock together”)
    • Looking for innovation from the outer ring is more fruitful:
    • ESSPs( Emergent social software platforms) make it easier to reach vast knowledge outside strong ties
    • People post not only what they know, but also what they don’t know
  • Employee incentives?
    Measuring employee performance?
    “The informal organization is as important as the formal one for getting work done”
    Andrew McAfee, 2008
  • References
    “Reputation by association : exploring alliance formation and organizational identity adaptation”, Lin Lerpold, 2003.
    Presentation: Leveraging networks and social media in a multinational company, Nov 2009, Robin Teigland, http://www.slideshare.net/eteigland/social-media-teigland-novt09
    Enterprise 2.0: The Dawn of Emergent Collaboration. By Andrew P. McAfee - MIT SLOAN MANAGEMENT REVIEW, SPRING 2006.