Expectations and benefits of utilizing social media tools in new product development

Expectations and benefits of utilizing social media tools in

new product development

Dr. Tero Peltola & prof. Saku Mäkinen

CITER / Tampere University of Technology, Finland

PICMET’14 Conference | 27.-31.7.2014 | Kanazawa, Japan

Tero Peltola / CITER 13.04.2023

Outline

BackgroundMethodsResultsConclusions

BACKGROUND

13.04.2023Tero Peltola / CITER

Internal use of Web 2.0 applications has produced measurable gains% of respondents using Web 2.0 for internal purposes and reporting the following benefits (avarage data from 2009, 2010, 2011)1

Tero Peltola / CITER 13.04.2023

• New product development (NPD)– Cooper & Kleischmidt– Kim & Wilemon

• Social media tools- Haefliger et al.- Dahl et al.- Tsai

Background literature


2007

2002

2011

2011

2001

So what we know / expect

• Increased transparency between internal functions will foster information sharing that is among the NPD success factors

• The beginning of the NPD is the most important phase of the whole development

• Social media tools have suggested to have positive impact on productivity, interactions, idea generation and harvesting


METHODS


Questionaire preparation

• 1 to 7 Likert scales (41)• Each of the question items are either adapted

or synthesized from literature

• Pre-test Pilot test Launch


Data collection

• 3 case organizations• Online surveys

– Initial status• Winter – Autumn 2012

– Follow-up• By the end of 2013

• Tools implemented: blueKiwi, Confluence, Sharepoint with Social Sites


Data collection


Pre Post Cumulative % share

Gender

Male

Female

119

12

104

17

223

29

88.5%

11.5%

Highest degree

University

Other

109

22

86

35

195

57

77.4%

22.6%

Organization level

Senior manager

Manager

Employee

33

39

59

42

24

45

75

73

104

29.8%

29.0%

41.3%

Organization

NPD

Marketing and Sales

Consulting

Service, installation, implementation

Assembly

Tech support

Other

54

7

15

2

15

17

21

48

4

20

10

2

5

32

102

11

35

12

17

22

53

40.5%

4.4%

13.9%

4.8%

6.7%

8.7%

21.0%

Data collection





Pre data collection responsesAmount (response rate)

Post data collection responsesAmount (response rate)

Case 1 37 pcs (46.8%) 33 pcs (38.8%)Case 2 47 pcs (51.6%) 32 pcs (36.4%)Case 3 47 pcs (44.8%) 57 pcs* (38%)

Data collection





Comparative (two datasets)

Pre data collection responsesAmount (response rate)

Post data collection responsesAmount (response rate)

Case 1 37 pcs (46.8%) 33 pcs (38.8%)

Case 2 47 pcs (51.6%) 32 pcs (36.4%)

Case 3 47 pcs (44.8%) 57 pcs* (38%)

RESULTS


Statistical notes

• According to the background information of respondents (in both initial and follow-up rounds) the datasets are not biased.

• Datasets represents statistical different groups (i.e. they are not subsets of the same dataset)– Verified by Mann-Whitney U –test; p<0,05

Comparing them is worthwhile 13.04.2023Tero Peltola / CITER

Expectations & Usage

• Expectations and the actual usage are not alike– Expectations are correlating with various

communication likelihoods • But the usage only with intrinsic interactions with

external parties

– Familiarity towards social media technologies seems to indicate high expectations and also results active usage


The most important aspect


Expert dic-tionary

Information transparency

Informal discussions

Other0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Expert dic-tionary

Information transparency

Informal discussions

Other0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%Pre Post

Benefits

According to the statistical differences between active and conservative users

• Senior managers can support more the organization

• Managers and specialists consider that intra-organizational awareness has been increased


CONCLUSIONS



The impact of the organizational members’ characteristics should be minimized by organizational working practices that utilize the possibilities of OCT

Reluctance to utilize OCT on the all organizational levels should be minimized

Acknowledgements


Thank You

• Further questions?


http://fi.linkedin.com/in/teropeltola

Expectations and benefits of utilizing social media tools in new product development

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