NITIM presentation

Boosting the Initial Phase of the R&D Process by Applying Social Media Technologies

NITIM 2011 @ TamperePh.D. Candinate Tero PeltolaIndustrial Management / Tampere University of Technology Supervisor: prof. Saku Mäkinen

[email protected] / Industrial Management / TUT

Outline

Motivation and Context Reseach targets and Methods Schedule


Gartner Hype Cycle for Emerging Technologies 2011

Source: http://www.gartner.com/hc/images/215650_0001.gif


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, Facebook.com, Google+


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 14.2.2011http://emergingtech.ittoolbox.com/research/survey/toolboxcom-pja-social-media-index-wave-vii-24002


Assumptions for Social Media Technologies 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. 2009


Social Media Technologies and Product Lifecycle

Planning

Budgeting and scheduling

Concept generation

Testing

Commercialization

Postcommercialization monitoring

Service

Product development

c


Development process and the idea of the customer's dreams, desires and delights

(*) Sources for example: Hise et al., Gomes et al.

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.(*)


Research walk-through

Kick-off

Initial stagedetermination

Reference data

R&D process

Measureddata

AnalysisThesis

Literature review

Analysis

Social softwareinstallation


Research Targets

Integrating social media technologies into existing management tools

Supply chain

Customers

Other organizations

..

CRM

ERP

SCM

Social Media

..


Research Targets

Integrating social media technologies into existing management tools To gather the coherent vision of customer's

dreams, desires and delights accross organizations

To boost FFE in the beginning of the R&D process to be more effectively and efficiently

Beyond microblogging


Quantitative metrics for the software 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 al.


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 adopt


Quantitative metrics for the R&D Process 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 al.


Cross-functional Integration

Source: Nakata et al. 2010


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 methods


Schedule


Thank you

Further questions?

References:

Helen Perks, Kenneth Kahn, and Cong Zhang, An Empirical Evaluation of R&D–Marketing NPD Integrationin Chinese 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 : a group efectiveness perspective, journal of product innovation management, 2010, issue 27

Richard T. Hise, Larry O'Neal, A. Parasuraman and James U. McNeal. Marketing/R&D interaction in new product development: Implications for new product success rates,Journal of Product Innovation Management, Volume 7, Issue 2, June 1990, Pages 142-155

J.F.S. Gomes, P.C. de Weerd-Nederhof, A.W. Pearson, M.P. Cunha. Is more always better? An exploration of the differential effects of functional integration on performance in new product development, Technovation 23, Elsevier, 2003

N. Errasti, I. Santos, O. Lizarralde. Social Software in Support of Collaborative Innovation Processes. Proceedings of ERIMA 2010, Germany

http://www.sciencedirect.com/science/journal/07376782

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Contact information

fi.linkedin.com/in/teropeltola

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