Diffusion of innovations in an interaction-intensive B2B network - Case tablet advertising and applications

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dc.contributor Aalto University en
dc.contributor Aalto-yliopisto fi
dc.contributor.author Henriksson, Sara
dc.date.accessioned 2013-01-14T11:34:55Z
dc.date.available 2013-01-14T11:34:55Z
dc.date.issued 2012
dc.identifier.uri https://aaltodoc.aalto.fi/handle/123456789/7383
dc.description.abstract Objectives: The broad aim of this research is to understand how innovations diffuse in a business-to-business network that is interaction-intensive. Past research on innovation diffusion has mostly focused on business-to-consumer. This research examines innovation diffusion in a unique B2B context with two specific objectives. The first objective is to determine which factors influence the diffusion of innovations in a B2B network. The second objective is to observe the vigorously changing advertising industry in order to study how traditional actors coexist with new actors, brought upon by digital advances in marketing. Methodology: This research is qualitative in nature. This research uses semi-structured face-to-face interviews with managers as empirical data, conducted for the purposes of this study. In total 18 interviews were used for this study. These cases were analyzed by using qualitative analysis methods. Findings: The research generated interesting findings. The advertising industry is undergoing significant changes with the combination of traditional media industry and new actors brought upon by digital advances in marketing. This combination has divided the industry, creating strong competition. Innovation diffusion can not be strongly enhanced by only one organization, as relationships and partnerships drive creative services. The responsibility for innovation is difficult, but with unsuccessful innovation adoption companies risk failure of serving their partners and customers in the future. en
dc.format.extent 97
dc.language.iso en en
dc.title Diffusion of innovations in an interaction-intensive B2B network - Case tablet advertising and applications en
dc.type G2 Pro gradu, diplomityö fi
dc.contributor.school Kauppakorkeakoulu fi
dc.contributor.school School of Business en
dc.contributor.department Department of Management and International Business en
dc.contributor.department Johtamisen ja kansainvälisen liiketoiminnan laitos fi
dc.subject.keyword B2B
dc.subject.keyword network
dc.subject.keyword diffusion
dc.subject.keyword innovation
dc.subject.keyword marketing innovation
dc.subject.keyword tablet
dc.subject.keyword digital marketing
dc.subject.keyword agency-client relationship
dc.identifier.urn URN:NBN:fi:aalto-201301151086
dc.type.dcmitype text en
dc.programme.major International Business en
dc.programme.major Kansainvälinen liiketoiminta fi
dc.type.ontasot Master's thesis en
dc.type.ontasot Pro gradu tutkielma fi
dc.subject.helecon kansainväliset yhtiöt
dc.subject.helecon international companies
dc.subject.helecon innovaatiot
dc.subject.helecon innovations
dc.subject.helecon diffuusio
dc.subject.helecon diffusion
dc.subject.helecon digitaalitekniikka
dc.subject.helecon digital technology
dc.subject.helecon suhdemarkkinointi
dc.subject.helecon relationship marketing
dc.subject.helecon business-to-business
dc.subject.helecon business-to-business
dc.ethesisid 13039
dc.date.dateaccepted 2012-09-14
dc.location P1 I


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