Online Business Social Networks and Web 2.0 for the relational strategy of SMEs

Journal title MERCATI & COMPETITIVITÀ
Author/s Lidia Galano, Lucia Marchegiani
Publishing Year 2013 Issue 2013/2
Language Italian Pages 24 P. 59-82 File size 814 KB
DOI 10.3280/MC2013-002004
DOI is like a bar code for intellectual property: to have more infomation click here

Below, you can see the article first page

If you want to buy this article in PDF format, you can do it, following the instructions to buy download credits

Article preview

FrancoAngeli is member of Publishers International Linking Association, Inc (PILA), a not-for-profit association which run the CrossRef service enabling links to and from online scholarly content.

Interconnectedness is one of the key word for business organization to compete globally. Not only it conveys business opportunities in the global domain, it also al- lows firms to join networks where knowledge can circulate smoothly and create value. Nevertheless, SMEs still suffer from liability of smallness, when it comes to joining valuable networks and mechanisms of knowledge sharing and co-creation. In this context, ICT and social networks may offer a solution. This paper offers a piece of research on Business Social Networks, and shed more light on the Social Media Strategy for SMEs.

Keywords: Social network, social media strategy, web 2.0, business social networks, relational capital, social marketing.

  1. Ahuja G. (2000). Collaboration networks, structural holes and innovation: A longitudinal study. Administrative Science Quarterly, 45: 425-455. DOI: 10.2307/2667105
  2. Allen T.J. (1977). Managing the Flow of Technology. Cambridge: MIT Press. Baptista R., Swann P. (1998). Do firms in clusters innovate more?. Research Policy, 27: 525-540. DOI: 10.1016/S0048-7333(98)00065-1
  3. Barnes J.A. (1972). Social Networks. Addison-Wesley Modular Pub, 26: 1-29.
  4. Bencardino F., Napolitano M.R. (2003). Economia del software e tecnologie dell’informazione e della comunicazione. Un confronto internazionale per lo sviluppo locale. Milano: FrancoAngeli.
  5. Blackshaw P., Nazzaro M. (2004). Consumer Generated Media (CGM) 101: Word of Mouth is the Ace of the Web-Fortified Consumer. Intelliseek White Paper. Available at: http://www.intelliseek.com/whitepapers.asp.
  6. Belussi F., Mastroberardino P., Lopes A., Macario F. (2007). Creatività e routine nelle reti: business network, reti distrettuali, reti creative e catene globali del valore. Giappichelli ed.
  7. Blinn N., Lindermann N., Facks K. and Nuttgens M. (2009). Web 2.0 in SME Networks-A Design Science Approach Considering Multi-Perspective Requirements in: Value creation in E-business management. 15th AMICIS, San Francisco, USA: Springer Berlin Heidelberg.
  8. Borgatti S.P. (2005). Centrality and Network Flow. Social Networks, 27: 55-71. DOI: 10.1016/j.socnet.2004.11.008
  9. Borgatti S.P., Everett MG, Freeman LC (2002). Ucinet for Windows: Software for Social Network Analysis. Harvard, MA: Analytic Technologies.
  10. Borgatti S.P., Mehra A., Brass D.J., Labianca G. (2009). Network Analysis in the Social Sciences. Science, 323: 892-895. DOI: 10.1126/science.1165821
  11. Caroli M.G., Marchegiani L. (2009). Social business Network: ricognizione della diffusione dei DBE e dei Business Social Networks e definizione dei fattori critici di successo del portale Lazio-Side. Working paper Luiss Business School.
  12. Chesbrough H.W. (2006). Open Innovation: The New Imperative for Creating and Profiting from Technology. Harvard Business School Press.
  13. Commissione Europea (2004). SMEs and cooperation. Bruxelles.
  14. Cross R., Parker A. (2004). The hidden power of social networks: Understanding how work really gets done in organizations. Boston: Harvard Business School Press.
  15. De Choudhury M., Lin YR., Sundaram H., Candan K.S., Xie L., Kelleher A. (2010). How Does the Data Sampling Strategy Impact the Discovery of Information Diffusion in Social Media?. Association for the Advancement of Artificial Intelligence.
  16. De Saulles M. (2008b). Never too small to join the party. Information World Review: 10-12. Testo disponibile al sito: http://www.iwr.co.uk/business/3008679/Nevertoo-small-to-join-the-party.
  17. Di Fraia G. (2011). Social Media Marketing: Manuale di comunicazione aziendale 2.0. Milano: Hoepli.
  18. Donath J.S. (1999). Identity and deception in the virtual community. In: Kollock P., Smith M., editor, Communities in Cyberspace, NewYork/London: Routledge.
  19. Dyer J.R., Nobeoka K. (2000). Creating and managing a high-performance knowledge-sharing network: The Toyota case. Management Journal, 21: 345-367. DOI: 10.1002/(SICI)1097-0266(200003)21:3<345::AID-SMJ96>3.0.CO;2-N
  20. Dutta S. (2010). What’s Your Personal Social Media Strategy?. Harvard Business Review, 88: 127-130.
  21. Eggers W. (2004). Boosting E-Government Adoption. Testo disponibile al sito: www.taxadmin.org/fta/-meet/04am_pres/eggers.pdf.
  22. Freeman L. (1979). Centrality in Social Networks: Conceptual Clarifications. Social Networks, 1: 215–239. DOI: 10.1016/0378-8733(78)90021-7
  23. Giuliani E., Bell M. (2005). The micro-determinants of meso-level learning and innovation evidence from a Chilean wine cluster. Research Policy, 34: 47-68. DOI: 10.1016/j.respol.2004.10.008
  24. Granovetter M. (1983). The Strength of Weak Ties: A Network Theory Revisited. Sociological Theory, 1: 201-233. DOI: 10.2307/202051
  25. Gulati R., Nohria N. (2009). Tasting the fruits of effective innovation. Financial Times, 29, January.
  26. Hafele N. (2011). Social Media Marketing. Interactions, trends and analytics. Testo disponibile al sito: http://www.docstoc.com/docs/124265294/Social-Media-Marketing.
  27. Inkpen A.C., Tsang E.W.K. (2005). Social Capital, Networks, and Knowledge transfer. Academy of Management Review, 30: 146-165. DOI: 10.5465/AMR.2005.15281445
  28. Iubatti D., Masciarelli, F., Simboli, A. (2010). Exploring the communication flows in a multidivional firm: The case of engineering s.p.a. In: Internetworked Entreprise, Springer.
  29. Jarillo J. (1988). On Strategic Networks. Strategic Management Journal, 9: 31-41. DOI: 10.1002/smj.4250090104
  30. Kaplan A.M., Haenlein M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53: 59-68. DOI: 10.1016/j.bushor.2009.09.003
  31. Kogut B. (2000). The network as knowledge: generative rules and the emergence of structure. Strategic Management Journal, 21: 405-425. DOI: 10.1002/(SICI)1097-0266(200003)21:3<405::AID-SMJ103>3.0.CO;2-5
  32. Marchegiani L. (2011). Online Business Social Networks as collaborative loci for innovation. Conference proceedings 11th European Academy of Management Meeting Management Culture in the 21st Century, June 1st-4th Tallin (Estonia).
  33. Marchegiani L., Nenni M.E., Peruffo E., Pirolo L. (2012). Linking Value Assessment to the Business Model Framework in High Innovative Services of Public Utility — A Simulation from the Aerospace Industry. International Journal of Engineering and Management Economics, 2: 98-103.
  34. Mcafee A.P. (2006). Enterprise 2.0: The Dawn of Emergent Collaboration. Management of Technology and Innovation, 47, 3.
  35. Mitchell J.C. (1969). The concept and use of social networks. In: J.C. Mitchell Editor, Social networks in urban situations. University of Manchester Press.
  36. Nachira F., Dini P., Nicolai A. (2007). A Network of Digital Business Ecosystems for Europe: Roots, Processes and Perspectives. Bruxelles: Introductory Paper, digitalecosystems. org.
  37. Opsahl T., Agneessens F., Skvoretz J. (2010). Node centrality in weighted networks: Generalizing degree and shortest paths. Social Networks, 32: 245-251. DOI: 10.1016/j.socnet.2010.03.006
  38. Padgett J.F., Powell W.W. (2012). The Emergence of Organizations and Markets. United Kingdom: Princeton University Press.
  39. Padroni G. (2000). Aspetti della complessità e sensibilità postmoderna: peculiarità nell’azienda “minore”. In: Maggi B., Le sfide organizzative di fine e inizio secolo. Tra postfordismo e deregolazione. Milano: Etas.
  40. Padroni G. (2007). Aspetti della complessità e sensibilità postmoderna nelle dinamiche organizzative e del capitale umano. Milano: Giuffré.
  41. Park R.E. (1924). The concept of social distance. Journal of Applied Sociology, 8: 339-344.
  42. Parsons T. (1960). Structure and process in modern societies. New York: Free Press. Phelps C., Heidl R., Wadhwa A. (2012). Knowledge, Networks, and Knowledge Networks: A Review and Research Agenda. Journal of Management, 38: 1115-1166. DOI: 10.1177/0149206311432640
  43. Pirolo L., Presutti M. (2010), The Impact of Social Capital on the Start-Ups’ Performance Growth. Journal of Small Business Management, 48: 197-227. DOI: 10.1111/j.i540-627x.2010.00292.x
  44. Podolny J. M., Stuart T.E. (1995). A role-based ecology of technological change. American Journal of Sociology, 100: 1224-1260. DOI: 10.1086/230637
  45. Powell W., Koput K., Smith-Doerr L., (1996). Interorganizational collaboration and the locus of innovation: Networks of learning in biotechnology. Administrative Science Quarterly: 41: 116-145. DOI: 10.2307/2393988
  46. Sabatini F. (2008). Does social capital improve labour productivity in Small and Medium Enterprises?. In: International Journal of Management and Decision Making, 9: 454-480. DOI: 10.1504/IJMDM.2008.019782
  47. Salminer E., Nicolai A., Rasanen P., Seppa M. (2004). The concept of Regional Catalyst in the Context of the Digital Business eco system. Frontiers of E-business research.
  48. Street C.T., Cameron A.F. (2007). External Relationships and the Small Business: A Review of Small Business Alliance and Network Research. Journal of Small Business Management, 45: 239-266.
  49. Tichy N.M., Tushman M.L., Fombrun C. (1979). Social Network Analysis for Organizations. The Academy of Management Review, 4: 507-519. DOI: 10.5465/AMR.1979.4498309
  50. Vecchia A. (2007). Comportarsi da grandi senza diventarlo. In: Carnazza P. (2008). Gruppi di imprese e sistema di relazioni in rete. Quaderno n. 150, Dipartimento di scienze economico-aziendali. Roma: Luiss Guido Carli.
  51. Vittori R. (2004). Web Strategy. Milano: FrancoAngeli. Wasserman S., Faust K. (1994). Social Network Analysis: Methods and Applications. Cambridge University Press.

Lidia Galano, Lucia Marchegiani, Online business social network e strumenti per la gestione delle relazioni di business nelle PMI in "MERCATI & COMPETITIVITÀ" 2/2013, pp 59-82, DOI: 10.3280/MC2013-002004