Kauppakorkeakoulun julkaisuportaali
Aalto-yliopiston kauppakorkeakoulun gradujen tiedot nyt Aaltodocissa: Aaltodoc-julkaisuarkisto
Kauppakorkeakoulu | Johtamisen laitos | MSc program in Entrepreneurship | 2016
Tutkielman numero: 14369
Using social media to develop and commercialize new ICT products
Tekijä: Lam, Hanh Ngan
Otsikko: Using social media to develop and commercialize new ICT products
Vuosi: 2016  Kieli: eng
Laitos: Johtamisen laitos
Aine: MSc program in Entrepreneurship
Asiasanat: yrittäjyys; entrepreneurship; toimialat; business branches; tietotekniikka; information technology; teknologia; technology; innovaatiot; innovations; uudet tuotteet; new products; tuotekehitys; product development; sosiaalinen media; social media; markkinointi; marketing; digitaalitekniikka; digital technology
Sivumäärä: 107
» hse_ethesis_14369.pdf pdf  koko: 2 MB (1817845)
Avainsanat: commercialization; kaupallistaminen; social media; sosiaalinen media; product development; tuotekehitys
Objective The commercialization or go-to-market process is one of the most important activities for any business. Companies are searching for methodologies and techniques to rapidly validate their concepts and at an early stage integrate market needs into their development process so that they can accelerate the go-to-market process of a new product. In order to create an effective tool to support companies, this research is conducted to study on how social media be used in developing and commercializing new products.

Methodology The research used qualitative research method in which a mix of different types of data were collected. Multiple case study approach analyses various aspects of the commercialization processes and social media practices thus seeking for answers from the overview phenomena.

Results and findings An integration framework generated from theory review helps companies to better understand their development process as well as practices that need to be carried out in certain phases of the process and to accelerate the innovation in entering a new market. The social media canvas was created and aimed to be a practical tool for company in conducting a workshop within the team and planning how to utilize social media in developing or commercializing a product.
Verkkojulkaisut ovat tekijänoikeuden alaista aineistoa. Teokset ovat vapaasti luettavissa ja tulostettavissa henkilökohtaista käyttöä varten. Aineiston käyttö kaupallisiin tarkoituksiin on kielletty.