School of Business publications portal
This portal is no longer updated. Aalto University School of Business Master's Theses are now in the Aaltodoc publication archive (Aalto University institutional repository)
School of Business | Department of Management Studies | MSc program in Entrepreneurship | 2016
Thesis number: 14369
Using social media to develop and commercialize new ICT products
Author: Lam, Hanh Ngan
Title: Using social media to develop and commercialize new ICT products
Year: 2016  Language: eng
Department: Department of Management Studies
Academic subject: MSc program in Entrepreneurship
Index terms: 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
Pages: 107
Full text:
» hse_ethesis_14369.pdf pdf  size:2 MB (1817845)
Key terms: 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.
Electronic publications are subject to copyright. The publications can be read freely and printed for personal use. Use for commercial purposes is forbidden.