What is it about?

The paper explains that social media cannot efficiently and effectively be used before collaborative business model innovation has revealed the important business processes for an overview on the needed strategic activities and a thorough understanding of the needed operational activities in the organization. This has to be supported by both central leadership at strategic level and local leadership at operational level in knowledge creation. Then the social media tools can be applied for efficient and effective growth of the Small and Medium-sized Enterprise (SME)

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Why is it important?

Small and Medium-sized Enterprises (SMEs) have in general very limited resources. In Business to Business (B2B) context the SME-managers use a lot of time in face-to-face meetings, which often are waste of time - both for them selves and for their customer/ business partner. The SME-managers become bottlenecks for growth of their business. Therefore it is very important for the B2B SMEs to use social media for an easy two-way communication so that the entire SME-organization can deliver the demanded value to the customers/ business partners. This creates a win-win situation in the B2B context.


Small and Medium-sized Enterprises (SMEs) are very good at generating new ideas for enhanced innovative activities. Therefore they can really make a large difference for society on the need for continous innovation with the approach of 'more for less'. This provide enhanced sustainability for the environment and the people involved with use of fewer resources.

Associated Professor Tove Brink
Syddansk Universitet

Read the Original

This page is a summary of: B2B SME management of antecedents to the application of social media, Industrial Marketing Management, March 2017, Elsevier, DOI: 10.1016/j.indmarman.2017.02.007.
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