Learning from and with Customers with Social Media: A Model for Social Customer Learning

Hannu Kärkkäinen, Jari J. Jussila, Maija Leino
2012 International Journal of Management, Knowledge and Learning  
Social media can enable and significantly increase the collaboration andlearning from customers in various ways, for instance by novel social waysof providing and receiving feedback from new products and concepts. Wehave created a model that can support managers and researchers to betteranalyse and understand the possibilities of social media approaches especiallyfrom the business-to-business (B2B) customer interface standpoint. Weused the model to analyse found various types of
more » ... ness relatedsocial media approaches to create new understanding of the scarcelyresearched field of social media in the customer learning and the customerinterface of B2B innovation.
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