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Collaborating and communicating in new media - wiki's, social networks and blogs: a qualitative and quantitative approach
2010 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

The Web 2.0 environment has created a platform where the power and voice have shifted from organization to market. Communities, networks and the developments in information communication technologies have enabled the average consumer to become an active participant in creating and recreating value. This thesis identified three categories of the Web 2.0 environment Open Source, social networks and blogs to illustrate that valuable information exists in these platforms. This information is at the core of the collaboration activities and provides opportunities to develop competence in market knowledge. New ways of doing research and creating dialogue are needed in these collaborative platforms. This thesis reports on the five studies conducted in the Web 2.0 environment and the impact on collaboration and communication with the market. In the first instance, the nature of Open Source projects creates opportunities for organizations to collaborate and create value. Secondly, networks provide organizations with valuable information specifically with regards to structure and relationships. Lastly, this thesis discusses the importance of learning about blogs and the collaborative nature of these tools by including the perceptions of both blog readers and bloggers. Furthermore organizations need to understand the structure of such tools in order to leverage on its collaborative capabilities. The thesis concludes with the insights gained from these issues to provide organizations the opportunity to listen to the voice of the market in an attempt to optimize on the opportunities that exist.

Place, publisher, year, edition, pages
Luleå: Luleå tekniska universitet, 2010.
Doctoral thesis / Luleå University of Technology 1 jan 1997 → …, ISSN 1402-1544
Keyword [en]
Marketing, Business / Economics - Business studies
Keyword [sv]
Marknadsföring, Ekonomi - Företagsekonomi
Research subject
Industrial Marketing
URN: urn:nbn:se:ltu:diva-26426Local ID: e2d67690-c87c-11df-a707-000ea68e967bISBN: 978-91-7439-153-4OAI: diva2:999588
Godkänd; 2010; 20100925 (genvan); DISPUTATION Ämnesområde: Industriell marknadsföring Opponent: Professor Arthur Money, Henley Buisness School, University of Reading, Storbritanien Ordförande: Professor Leyland Pitt, Simon Frazier University, Canada Tid: Tisdag den 14 december 2010, kl. 16.15 Plats: A109Available from: 2016-09-30 Created: 2016-09-30Bibliographically approved

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