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This paper aims to explore how social media can be used strategically for delivering the promises of open innovation and examines the types of structure that can foster the integration of these new tools with more classic top-down innovation approaches.

A single case study of, ALPHA (pseudonym), a multinational company that combined an integrated strategy and the creation of a lean structure with the full potential of social media.

To take on the challenges of energy transition, ALPHA has implemented a low-cost approach allowing it to harness the promises of open innovation. This combined the introduction of a lean structure, two social media platforms and processes that ensured the integration of open innovation activities with existing departments.

The research is based on a single case study. Further research should be conducted to establish the generalization of the results.

This paper highlights the key success factors in making such a light approach successful, namely, controlling cost and disruption of open innovation; integration matters; leveraging complementarities with existing social media initiatives; and bottom-up adoption.

The research provides a unique approach that can be practically implemented to leverage social media to deliver the promises of open innovation and offers an original way of integrating social media lead innovation and open innovation strategies with more classic R&D activities.

Labs are meant for the creation of new products and services or to overcome innovation challenges (Carstensen & Bason, 2012). Media labs, besides the name, go beyond the media industry concepts to respond to technology, communication, and economic changes (Bisso Nunes & Mills, 2021). For that, they integrate public spaces, media, arts, and tech. In short, media labs are organizational structures that allow for experimentation and development, and facilitate open innovation and individual and organizational learning. Many media labs are focused on accelerating media involvement in functional and experimental innovations and rise in a context unrelated to the temporality of media content production, on a systematic innovation approach. But media labs also represent great diversity. In this chapter, we explore key elements of the media lab phenomenon: history, definition, evolution and appearance globally and in Latin America, emergence beyond the media industry, and, by the end, final thoughts about media labs' roles amid future organizational and technological transformations.

This chapter examines the marketplace context for media innovations. This includes factors that have been well researched and about which much is known, for example, pricing and early adopters, as well as marketplace elements and patterns that are not so thoroughly understood but are nonetheless very important in understanding the process of adoption, for example, the role of serendipity. It reviews patterns of adoption that were prevalent in the twentienth century but which have changed in the twenty-first century, for example, how word of mouth has been transformed by social media. Declines and failures as well as successes along with the international scope of media innovations, including in developing countries, are accessed.

The advantages and disadvantages of large and small companies creating media innovations are reviewed as are the respective roles of content creation and distribution. The concluding discussion section describes the contexts for media innovations today, including concerns about their privacy, use of media in public places, filters for new media innovations to identify likely successes, and the importance of teams in developing media innovations.

Social media is booming in the digital age, and its rich availability provides many opportunities for companies to innovate across borders. In reality, how enterprises use social media to achieve cross-border innovation also faces important challenges such as breaking path dependency.

This paper explores how social media can facilitate cross-border innovation from the perspective of strategic capability, combined with the path dependency theory and attention-based view. Hierarchical regression analysis and bootstrap method are adopted to test the hypotheses based on survey data provided by 173 firms in China.

The findings show a positive relationship between social media strategic capability and cross-border innovation, with path dependency playing a mediating role. In addition, two internal and external contextual factors, namely customer embeddedness and competitive pressure, play moderating roles, with customer embeddedness negatively moderating the negative relationship between social media strategic capability and path dependency and competitive pressure negatively moderating the negative relationship between path dependency and cross-border innovation.

These findings provide not only new insights into social media and cross-border innovation but also theoretical guidance on how companies can effectively use social media in practice.

Previous studies investigating the effects of using social media in the innovation processes of small and medium-sized enterprises (SMEs) yield mixed results, and the conditions for achieving innovation benefits from social media are unclear. The present study seeks to contribute to the understanding of this topic.

With a basis in the literature on open innovation and SMEs, this study develops a model that explains the role of social media in product innovation processes where technological focus and abilities are converted into product innovations. The model is tested through a survey of 305 Danish manufacturing SMEs.

Findings show that SMEs with higher technological orientation (TO) are more inclined to use social media in their product innovation processes and that social media use explains 22.4 percent of the relationship between TO and product innovation performance. On the other hand, the data did not support the assumption that SMEs with high TO achieve higher product innovation benefits than low TO SMEs for similar levels of social media use.

The results suggest that SMEs with lower levels of TO could increase their product innovation performance through increased use of social media in their innovation processes.

The study provides new knowledge on the role of social media in SMEs’ product innovation processes. As the level of TO increases, the use of social media in the innovation process becomes an increasingly important mechanism for deriving the full innovation potential from technological focus and abilities.

With the rise of social media, the practice of innovation management is changing rapidly as well. While the opening up of corporate innovation processes can be observed in literature as well as in practice (commonly known as “Open Innovation”), we draw the reader’s attention to the strategic potential of social media in innovation management. For this, a conceptual framework will be introduced.

In this chapter, we compare established concepts of knowledge management to potentials of social media in this field, which offer more efficient and promising ways to integrate external knowledge into innovation processes. This approach is discussed by considering the integration of customers and especially Lead-Users into corporate product development. Based on the concept of Open Innovation, we reflect the role of Lead-Users in the innovation process critically. Mounting on our reflections, we show the potentials of social media for integrating Lead-Users and develop a conceptual framework for the integration of Lead-Users using different social media applications.

In this paper, a conceptual framework for integrating Lead-Users by using different social media applications is developed and introduced.

The unique conceptual framework derived in this chapter is enriched with a discussion of the challenges resulting from the implementation of Lead-User integration along with social media in corporate innovation management. The chapter can help companies as well as researchers to implement a process for the integration of Lead-Users by using the potentials of social media applications.

The purpose of this study is to investigate the influence of Corporate Social Responsibility (CSR) on the sustainability of Central European SMEs by emphasizing the role of innovation as a mediator and social media as a moderator.

A questionnaire is developed, and primary data is collected from four Central European countries. Partial Least Squares Structural Equation Modelling is used to analyse data from over 1,500 SMEs operating in Visegrad countries.

Our findings reveal a significant and positive association between CSR and business sustainability. Furthermore, it is identified that innovation serves as a mediator in the CSR–business sustainability link in two of the examined countries. Additionally, the moderating effect of social media is observed in Hungary, indicating that the impact of CSR and innovation on business sustainability varies by country context.

While offering valuable insights, the study's generalizability to other regions necessitates further exploration. Additionally, the research focuses on specific mediating and moderating factors, leaving room for the investigation of other potential influences.

This study emphasises the need to integrate CSR practices and promoting innovation to improve business sustainability for SMEs in Central Europe. Recognising social media's moderating influence may help firms adjust their CSR strategies to reflect the preferences and behaviours of their target consumers.

Promoting CSR in SMEs can encourage social well-being, including community development and environmental sustainability.

This research contributes fresh insights into the interplay of CSR, innovation and social media within Central European SMEs. It underscores the importance of considering regional nuances when analysing these dynamics.

The objective of this study is to examine the relationships among intellectual capital (IC), environmental compliance, corporate innovation and social media usage with respect to their influence on overall business performance.

A theoretical model and related hypotheses are offered, all of which are grounded in both the resource-based view and social network theory. The data were collected through a well-structured questionnaire, and 330 responses from manufacturing firms in Vietnam were deemed appropriate for data analysis using partial least squares structural equation modeling (PLS-SEM).

IC and social media usage have significantly positive effects on corporate innovation and business performance. Moreover, corporate innovation substantially enhances business performance. Furthermore, the results demonstrate that corporate innovation plays a partly mediating role in the research model. Meanwhile, IC fully mediates the relationship between environmental compliance and business performance.

This study offers valuable insights into intellectual capital, innovation, environmental compliance and social media usage for governments, practitioners and academics. Managers can incorporate social media usage strategies into their operational practices, enhancing environmental compliance, fostering innovation and ultimately promoting company success. Furthermore, the findings lead to practical recommendations for manufacturers seeking to adopt the CE model as part of taking a green production approach.

Organizational researchers have an ongoing interest in examining the connections among IC, innovation, environmental compliance and social media usage. Nevertheless, few papers have empirically investigated the interconnections among these constructs and their impact on organizational performance. This study examines these connections and provides concrete evidence for them.

The purpose of this study is to understand the strategy adopted by family firms in using social media for their business. Based on the social media usage, this paper attempts to segment family firms. To do so, a reactive – proactive – innovative (RPI) scale was developed for the study. Then, the family firms were categorised as reactive, proactive or innovative social media users. Further, based on the scale developed, clusters were created. Family firms were placed into different clusters based on the strategy that they had for using social media platforms for their business.

A pilot sample of 50 family firms and a main study of 256 Indian family firm entrepreneurs were surveyed through self-administered questionnaires. Factor analysis reduced the 12 scale-based questions to three distinct factors. Confirmatory factor analysis was then conducted on the main sample to confirm the constructs identified using exploratory factor analysis. Cluster analysis was used to build clusters of entrepreneurs who use social media as part of their digital marketing strategy.

Findings reveal that the Indian family firm market is largely divided into four main segments. These segments represent distinct behaviours with respect to the use of social media. The four segments of family firm entrepreneurs were named as high rollers, ignorant inhabitants, trend-setters, combative crowd based on their social media usage behaviour. These clusters give deep insights into the strategic usage of social media by family firms.

The limitation of this study is that entrepreneurs from all Indian states were not considered in the sample because of cost implications. This research study has only created the segmentation of the family firms as reactive, proactive or innovative social media users and also has created the clusters as high rollers, ignorant inhabitants, trend-setters and combative crowd. Also, the reasons for their behaviour and root cause for the strategic usage have not been studied.

This study reflects on current practices of family firms with respect to usage of social media and groups them into large identifiable clusters. Equipped with the findings from this study, the RPI scale developed for the study and the clusters created, entrepreneurs can now move towards better use of social media for innovation.

Although past studies have advocated the use of social media to spur innovation in firms, this study segments the current market based on their practices. It allows readers to gauge the proportion of family firms using social media for innovation and paves the way for a change in behaviour amongst these firms.

The purpose of this paper is to empirically investigate how big data collected from social media contribute to knowledge management practices, innovation processes and business performance.

The study used 418 questionnaires collected from firms that actively invest in marketing, advertising and communication in the Italian market. The hypotheses testing and analysis were conducted using structural equation modeling.

The results reveal that customers’ data gathered from social media produce different effects on knowledge management practices and firms’ innovation capacity. Furthermore, increased innovation capacity turned out to affect customer relationship performance directly, while it contributes to gain better financial performance only when it is used to gain relational outcomes.

The outcomes of the study help firms to develop a clear understanding about which big data retrieved from social media can be useful to improve their knowledge management practices and enhance their innovation capacity. Moreover, by investigating the mediating role of big data knowledge management in the context of social media knowledge acquisition and innovation capacity, this study also extends the mediation variables used to understand the relationship between knowledge capabilities and practices and innovation constructs.