см. также Kane et al., “Moving Beyond Marketing.” Компании, использующие социальные сети для маркетинга и общения, более активно применяют их и для продвижения инноваций. Напротив, 71 % организаций, сказавших, что они только начинают пользоваться социальными сетями, очень редко используют (или совсем не используют) их при разработке новых продуктов. Данные рассчитывались с помощью инструментов MIT Sloan Management Review tool kit для Kane et al., “Moving Beyond Marketing”; см. “2014 Social Business Interactive Tool,” 2014, http://sloanreview.mit.edu/projects/moving-beyond-marketing/.
25
D. L. Roberts, F. Piller, and D. Luettgens, “Mapping the Scale and Scope of Social Media Tools for New Product Development Practice” (неопубликованная рукопись).
26
Исследование Comparative Performance Assessment Study – это широкомасштабный международный опрос, проводимый Ассоциацией менеджмента и разработки новых продуктов (англ. Product Development and Management Association, PDMA). Подробнее об этом опросе см. S. K. Markham and H. Lee, “Product Development and Management Association’s 2012 Comparative Performance Assessment Study,” Journal of Product Innovation Management 30, no. 3 (May 2013): 408–429.
27
V. Bilgram, M. Bartl, and S. Biel, “Getting Closer to the Consumer – How Nivea Co-Creates New Products,” Marketing Review St. Gallen 28, no. 1 (February 2011): 34–40.
28
B. Cassiman and R. Veugelers, “In Search of Complementarity in Innovation Strategy: Internal R&D and External Knowledge Acquisition,” Management Science 52, no. 1 (January 2006): 68–82.
29
A. K. Chatterji and K. R. Fabrizio, “Using Users: When Does External Knowledge Enhance Corporate Product Innovation?” Strategic Management Journal 35, no. 10 (October 2014): 1427–1445; and 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.
30
R. V. Kozinets, P.-Y. Dolbec, and A. Earley, “Netnographic Analysis: Understanding Culture Through Social Media Data,” in “The SAGE Handbook of Qualitative Data Analysis,” ed. U. Flick (London: Sage Publications, 2014): 262–276; and F. T. Piller, A. Vossen, and C. Ihl, “From Social Media to Social Product Development: The Impact of Social Media on Co-Creation of Innovation,” Die Unternehmung 66, no. 1 (December 2011): 7–27.
31
B. L. Bayus, “Crowdsourcing New Product Ideas Over Time: An Analysis of the Dell IdeaStorm Community,” Management Science 59, no. 1 (January 2013): 226–244; and S. Israel, “Dell Modernizes Ideastorm,” Forbes, March 27, 2012, https://www.forbes.com/sites/shelisrael/2012/03/27/dell-modernizes-ideastorm/.
32
C. Heller Baird and G. Parasnis, “From Social Media to Social Customer Relationship Management,” Strategy & Leadership 39, no. 5 (2011): 30–37.
33
Несмотря на то что один из авторов, Алфеус Бингхэм, не работает в Syngenta, в начале реализации проекта он выполнял в компании функции консультанта, поэтому авторы приняли решение вести рассказ об этой работе Syngenta от первого лица множественного числа.
34
Более подробную информацию об использовании аналитических данных можно найти в статье J. Byrum, C. Davis, G. Doonan, T. Doubler, D. Foster, B. Luzzi, R. Mowers, C. Zinselmeier, J. Kloeber, D. Culhane, and S. Mack, “Advanced Analytics for Agricultural Product Development” («Расширенная аналитика для разработки сельскохозяйственной продукции»), Interfaces 46, no. 1 (January/February 2016): 5–17.
35
Для получения дополнительной информации о премии Эдельмана см. http://www.informs.org/Recognize-Excellence/Franz-Edelman-Award.
36
K. A. Keeling, P. J. McGoldrick, and H. Sadhu, “Staff Word-of-Mouth (SWOM) and Retail Employee Recruitment,” Journal of Retailing 89, no. 1 (March 2013): 88–104.
37
S. J. Miles and W. G. Mangold, “Employee Voice: Untapped Resource or Social Media Time Bomb?” Business Horizons 57, no. 3 (May/June 2014): 401–411.
38
L. Lammers, “Patagonia’s ‘Tools for Grassroots Activists’ Also Offers Lessons for Business, Marketing Leaders,” February 29, 2016, http://www.sustainablebrands.com/news_and_views/marketing_comms/lesley_lammers/patagonias_tools_grassroots_activists_also_offers_less; V. Larroche, “L’Influence de la marque employeur sur l’E-réputation: L’Exemple de trois banques présentes sur le marché français” (“The Influence of Employer Branding on E-Reputation: An Example of Three Banks in the French Market”), in Médias sociaux et relations publiques (Social Media and Public Relations), ed. F. Charest, A. Lavigne, and C. Moumouni (Québec, Canada: Presses de l’Université du Québec, 2015), 65–82; N. Mortimer, “How Pernod Ricard Is Planning to Use Its Employees as Brand Ambassadors,” September 4, 2016, http://www.thedrum.com/news/2016/09/04/how-pernod-ricard-planning-use-its-employees-brand-ambassadors; and J. Simpson, “How L’Oréal Uses Social Media to Increase Employee Engagement,” October 22, 2015, https://econsultancy.com/blog/67091-how-l-oreal-uses-social-media-to-increase-employee-engagement.
39
N. J. Sirianni, (175 176) M. J. Bitner, S. W. Brown, and N. Mandel, “Branded Service Encounters: Strategically Aligning Employee Behavior with the Brand Positioning,” Journal of Marketing 77, no. 6 (November 2013): 108–123.
40
S. J. Miles and G. Mangold, “A Conceptualization of the Employee Branding Process,” Journal of Relationship Marketing 3, no. 2–3 (2004): 65–87.
41
C. Foster, K. Punjaisri, and R. Cheng, “Exploring the Relationship Between Corporate, Internal, and Employer Branding,” Journal of Product & Brand Management 19, no. 6 (2010): 401–409.
42
S. J. Miles and G. N. Muuka, “Employee Choice of Voice: A New Workplace Dynamic,” Journal of Applied Business Research 27, no. 4 (July/August 2011): 91–104.
43
L. Xiong, C. King, and R. Piehler, “‘That’s Not My Job’: Exploring the Employee Perspective in the Development of Brand Ambassadors,” International Journal of Hospitality Management 35 (December 2013): 348–359.
44
W. F. Cascio, “Leveraging Employer Branding, Performance Management, and Human Resource Development to Enhance Employee Retention,” Human Resource Development International 17, no. 2 (April 2014): 121–128.
45
Wine and Spirit Education Trust, “Graduate Wine Ambassador, Pernod Ricard Winemakers,” n.d., http://www.wsetglobal.com.
46
P. Sánchez Abril, A. Levin, and A. Del Riego, “Blurred Boundaries: Social Media Privacy and the Twenty-First-Century Employee,” American Business Law Journal 49, no. 1 (spring 2012): 63–124.
47
W. M. Murphy, “Reverse Mentoring
