What managers really think about social business

MIT Sloan Management Review

Volumn 53, Issue 4, 2012, Pages 51-60

  Kiron, David ^a   Palmer, Doug ^b   Phillips, Anh Nguyen ^c   Kruschwitz, Nina ^a  

^a MASSACHUSETTS INSTITUTE OF TECHNOLOGY   (United States)

^b Deloitte Consulting LLP   (United States)

^c Brand and Innovation Group   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 84869463699     PISSN: 15329194     EISSN: None     Source Type: Journal    
DOI: None     Document Type: Article

References (13)

1. For more information about SAP mentors, see M. Finnern, "SAP Mentor Program," SAP Community Network (blog), November 15, 2007, http://scn.sap.com;
2. "SAP Mentor Initiative FAQs," accessed May 25, 2012, https://wiki.sdn.sap.com
3. As used in this document, "Deloitte" means Deloitte Consulting LLP and Deloitte Services LP, which are separate subsidiaries of Deloitte LLP. Please see www.deloitte.com/us/about for a detailed description of the legal structure of Deloitte LLP and its subsidiaries. Certain services may not be available to attest clients under the rules and regulations of public accounting.
4. D.M. Smith et al., "Predicts 2010: Social Software Is an Enterprise Reality," Gartner Research, December 3, 2009.
5. D. Kiron, interview with Andrew McAfee, "What Sells CEOs on Social Networking," February 7, 2012, http://sloanreview.mit.edu.
6. G. Tay, "Ask Five Questions to Determine Whether to Deploy Social Software Bottom-Up or Top-Down," Gartner Research, January 20, 2011.
7. Of course, social business activities can be valuable in many ways. It is our belief that social business activities in these four areas have the potential to generate substantial value.
8. E. von Hippel, S. Ogawa and J.P.J. de Jong, "The Age of the Consumer-Innovator," MIT Sloan Management Review 53, no. 1 (fall 2011): 27-35.
9. S. Nambisan and P. Nambisan, "How to Profit From a Better 'Virtual Customer Environment,'" MIT Sloan Management Review 49, no. 3 (spring 2008): 53-61.
10. For an analysis of Threadless and social media, see D. Hinchcliffe and P. Kim, "Social Business by Design: Transformative Social Media Strategies for the Connected Company" (San Francisco: Jossey-Bass, 2012).
11. For more details about Lego's experience, see Y.M. Antorini, A.M. Muñiz, Jr. and T. Askildsen, "Collaborating With Customer Communities: Lessons From the Lego Group," MIT Sloan Management Review 53, no. 3 (spring 2012): 73-79.
12. J. Hagel, "Pull Platforms for Performance," February 20, 2012, http://edgeperspectives.typepad.com.
13. M. White and B. Briggs, "Tech Trends 2012: Elevate IT for Digital Business," Deloitte, 2012.