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Social networking and its Impact on New Product Development within the Consumer Electronics Industry – Ing. Mathapelo Mologadi Malatji

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Masaryk University

Faculty of Economics and Administration

Master programme / field:
Economy and Management / Business Management (Eng.)

Ing. Mathapelo Mologadi Malatji

Master's thesis

Social networking and its Impact on New Product Development within the Consumer Electronics Industry

Social networking and its Impact on New Product Development within the Consumer Electronics Industry

Abstract: Social networking sites (social media) have offered companies the opportunities for these sites to be used for the purposes of marketing, public relation, publicity, feedback, customer complaints and for other purposes. This study suggests that social networking sites (social media) can also be used as a tool for gathering information for product development (NPD) and that social networking sites have an impact in the product development (NPD) process within the consumer electronics industry. Hence the company Dell Inc. was used as a case study to be able to answer these questions. This article included seven steps of practical recommendations on how companies can use social networking sites as a tool for product development and how to avoid some of the challenges of using social networking sites as a tool for product development.

Abstract: Social networking sites (social media) have offered companies the opportunities for these sites to be used for the purposes of marketing, public relation, publicity, feedback, customer complaints and for other purposes. This study suggests that social networking sites (social media) can also be used as a tool for gathering information for product development (NPD) and that social networking sites have an impact in the product development (NPD) process within the consumer electronics industry. Hence the company Dell Inc. was used as a case study to be able to answer these questions. This article included seven steps of practical recommendations on how companies can use social networking sites as a tool for product development and how to avoid some of the challenges of using social networking sites as a tool for product development.

Keywords: Social networking sites, social media, new product development (NPD), co-creation

Language used: English

Thesis defence

  • Date of defence: 30. 1. 2018
  • Supervisor: M. B.A. Tuck Lloyd Crawford Macrae
  • Reader: Ing. Petr Smutný, Ph.D.

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