Advancing social media derived information messaging and management: A multi-mode development perspective

2020 | International Journal of Information Management | Citations: 0

Authors: Martin, Nigel; Rice, John; Arthur, Damien

Abstract: With global reach of over 2 billion active users, the evolution of Social Media ... Expand

Abstract: With global reach of over 2 billion active users, the evolution of Social Media (SM) systems has provided organizations with sophisticated tools and technologies for delivering business objectives. Importantly, while marketers and public relations experts have taken leading positions in promotion and advancement of SM, project managers are often tasked with delivering SM systems. In this study, a sample of 127 project managers were asked to evaluate and recommend modes of SM development for six diverse firms using a four-part taxonomy. The results show that firms of varying size can employ narrowly focused and low cost SM development modes to meet their business objectives, with well-resourced firms able to use experimental modes to deliver widespread and higher cost ‘listen and learn’ SM systems. Alternatively, in addition to achieving groundswell promotions and broader business marketing and sales influencing objectives, firms that engage in large scale SM developments can document and implement SM best practices and apply multi-organizational collaborations required for information exchange, customer feedback and experience sharing. These managerial perspectives expose the intrinsic connections between SM systems and information messaging and management within firms. The article builds further into cumulative studies directed at SM systems construction, deployment, and firm capability affordances. Collapse

Topics: systems development information management Facebook WeChat affordance

Methods: qualitative coding theory development survey qualitative content analysis literature study

Theories: theory of affordance

A Decision Support System for market-driven product positioning and design

2015 | Decision Support Systems | Citations: 0

Authors: Lei, Ningrong; Moon, Seung Ki

Abstract: This paper presents a Decision Support System (DSS) for market-driven product po ... Expand

Abstract: This paper presents a Decision Support System (DSS) for market-driven product positioning and design, based on market data and design parameters. The proposed DSS determines market segments for new products using Principal Component Analysis (PCA), K-means, and AdaBoost classification. The system combines the data integrity, security, and reliability of a database with the unparalleled analytical capability of the Matlab tool suite through an intuitive Graphical User Interface (GUI). This GUI allows users to explore and evaluate alternative scenarios during product development. To demonstrate the usefulness of the proposed system, we conducted a case study using US automotive market data. For this case study, the proposed DSS achieved classification accuracies in a range from 76.1% to 93.5% for different scenarios. These high accuracy levels make us confident that the DSS can benefit enterprise decision makers by providing an objective second opinion on the question: To which market segment does a new product design belong? Having information about the market segment implies that the competition is known and marketing can position the product accurately. Furthermore, the design parameters can be adjusted such that (a) the new product fits this market segment better or (b) the new product is relocated to a different market segment. Therefore, the proposed system enables enterprises to make better informed decisions for market-driven product positioning and design. Collapse

Topics: decision support system decision making decision support database system IT work

Methods: computational algorithm case study AdaBoost machine learning cluster analysis