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Doctoral Consortium "Networked Innovation - necessity, challenges and and research issues"

Tampere, Finland, September, 15-18,2011 is Ph.D. network on Network, Information Technology and Innovation Management

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NITIM presentation

  1. 1. Boosting the Initial Phase of theR&D Process by Applying SocialMedia TechnologiesNITIM 2011 @ TamperePh.D. Candinate Tero PeltolaIndustrial Management / Tampere University of TechnologySupervisor: prof. Saku Mäkinen
  2. 2. Outline Motivation and Context Reseach targets and Methods / Industrial Management / TUT 17.12.11
  3. 3. Gartner Hype Cycle for Emerging Technologies 2011Source: / Industrial Management / TUT 17.12.11
  4. 4. Non professional softwares Facebook  Over 750 million active users Google+  c. 25 million Qzone  c. 480 million Twitter  Over 200 million LinkedIn  c. 100 million Source: Wikipedia,, / Industrial Management / TUT 17.12.11
  5. 5. Forecasts: using social media technologies in companies  Use of social media technologies will be increased, as only 5 out of 115 companies estimated that they will not use them in future.  In addition to marketing and PR, R&D process and internal communication are considered to benefit from social media technologies.  Estimated to become more important tool for internal communication than for PR  Over 81% (IT professionals) are motivated to participate in online communities by the desire to help peers solve problems.Sources: EVA_Sosiaalinen_media_yrityskäytössä_yhteenvetoraportti.pdf : published 14.2.2011 / Industrial Management / TUT 17.12.11
  6. 6. Assumptions for Social MediaTechnologies to be used(1)When people from the other department help me, I will want to repay it by the all means.(2)A personal relationship with people in the other department is part of daily life.(3)When I meet with trouble at work, people who are using SMT with me will help me even it is not their responsibility accord to their work description.(4)When conflict occurs between two departments, people in different departments can overcome it if they have using SMT.(5)If I am using SMT with people in the other department, I can get extra help, for example, they can deal with my issue quicker and more efficiently. Source: Analogy to Perks et al. / Industrial Management / TUT 17.12.11
  7. 7. Social Media Technologies andProduct Lifecycle Product development Testing Concept c generation Commercialization Budgeting and Postcommercialization scheduling monitoring Service / Industrial Management / TUT 17.12.11
  8. 8. Development process and the idea of thecustomers dreams, desires and delights  At Fuzzy Front End fragments of information are collected and the coherent mindset for the R&D project is established.  Communication between different organizations is highlighted during FFE.(*) (*) Sources for example: Hise et al., Gomes et al. / Industrial Management / TUT 17.12.11
  9. 9. Research walk-through Literature Social software review Initial stage R&D process installation determinationKick-off Analysis Reference Measured data data Analysis Thesis / Industrial Management / TUT 17.12.11
  10. 10. Research Targets Integrating social media technologies into existing management tools .. CRM ERP SCM Supply Customers chain Social Media .. Other / Industrial Management / TUT 17.12.11
  11. 11. Research Targets Integrating social media technologies into existing management tools  To gather the coherent vision of customers dreams, desires and delights accross organizations  To boost FFE in the beginning of the R&D process to be more effectively and efficiently  Beyond / Industrial Management / TUT 17.12.11
  12. 12. Quantitative metrics for thesoftware Traffic  Avarage time spent  Unique / repeated visits  .. Structural  Followers  Contribution per follower  .. Activity  Number of feeds  Number of activities  .. Innovation  Submitted and Approved ideas  Number of companies to continue utilizing StreamWork  .. Source: analogy to Errasti et / Industrial Management / TUT 17.12.11
  13. 13. SAP StreamWork Microblogging, virtual teams, decision making tools, document storage & version management, online meetings Using available and recognized social intelligence management tool enables  Integration to other SAP applications  Convincing  Results and findings are easy to / Industrial Management / TUT 17.12.11
  14. 14. Quantitative metrics for the R&DProcess with social software Quality  Determinated value [1...10] Reliability of delivery  Estimated vs. Realized schedule Price  Number of ”the late design changes” Source: analogy to Errasti et / Industrial Management / TUT 17.12.11
  15. 15. Cross-functional Integration Source: Nakata et al. / Industrial Management / TUT 17.12.11
  16. 16. Presumable results Software related results  Majority of users will contribute the R&D process R&D process related results  More efficient R&D process Company related results  New communication / Industrial Management / TUT 17.12.11
  17. 17. / Industrial Management / TUT 17.12.11
  18. 18. Thank you  Further questions?References:Helen Perks, Kenneth Kahn, and Cong Zhang, An Empirical Evaluation of R&D–Marketing NPD IntegrationinChinese Firms: The Guanxi Effect, Journal of Product innovation Management, 2009, issue 26.Cheryl Nakata and Subin Im, Spurring cross-functional integration for higher new product performance : agroup efectiveness perspective, journal of product innovation management, 2010, issue 27Richard T. Hise, Larry ONeal, A. Parasuraman and James U. McNeal. Marketing/R&D interaction in newproduct development: Implications for new product success rates,Journal of Product Innovation Management,Volume 7, Issue 2, June 1990, Pages 142-155J.F.S. Gomes, P.C. de Weerd-Nederhof, A.W. Pearson, M.P. Cunha. Is more always better? An exploration ofthe differential effects of functional integration on performance in new product development, Technovation23, Elsevier, 2003N. Errasti, I. Santos, O. Lizarralde. Social Software in Support of Collaborative Innovation Processes.Proceedings of ERIMA 2010, Germany / Industrial Management / TUT 17.12.11
  19. 19. Contact information / Industrial Management / TUT 17.12.11