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and guidelines for company and employee ”tweeting”. The paper before us presents a study on Twitter use by SJ, the national Swedish train operator. The aim of the study is to investigate how SJ (known on Twitter under the handle @ SJ_AB) made use of the platform at hand to communicate with customers during the tumultuous Christmas season of 2010. Specifically, the paper features analysis of an extensive data set containing approximatley 2000 tweets tagged as relevant to the study and archived during the winter of 2010/11 using the TwapperKeeper application. By reporting findings on Twitter use during the height of what is perhaps the busiest holiday season, which also featured severe weather conditions, the paper provides unique insights into the practice of Twitter use in a corporate context. Moreover, by utilizing social network analyses of a large dataset archived utilizing state-of-the-art online applications, the study contributes to the development of scientific methods to handle large-scale online empirics. 25:02 The role of social media in corporate trust building: multiple case analyses about the ethical and CSR practices in Finland Airos, Mirja University of Jyväskylä, School of Business and Economics, Department of Management and Leadership, Jyväskylä, Finland ”With privacy disappearing, and our online identities now being crowd-sourced, ethical guidelines in social media are crucial for keeping us safe while keeping the internet open for both communication and commerce. Our lunch group settled on six key points that lay the foundation for those guidelines: honesty, transparency, respect, privacy, relevance, and responsibility. These hold true for individuals as well as organizations.” (http://www.ruderfinn.com/blogs/ ethics/2009/07/ethics-and-social-media.html , 31.1.2011) This short quotation reveals us the importance to think about the ethical and CSR related practices about the social media use in Finnish corporate settings, regardless of the classifications, themes or types, which are used, enterprises and organizations are trying to cope with multiple pressures and are attempting to maintain their image as thrust-worthy actors. These thrust building procedures are present in inner communication of the firms and also featured in interactive elements with outer society. Research about the role of the social media in these thrust building practices is still relatively modest in Finland and new explorations are needed. This qualitative research on the subject begins by looking through the previous scientific research about the business ethical and CSR guidelines, which illustrate us those communicative practices and codes, in which enterprises define the suitable or unsuitable use of various media types. Then the study proceeds for closer look at the individual companies and their way to conduct proper policies and guides for ethical and responsible use of social media. This interpretation is deductive in nature. Author first makes conceptualizations and opens up theoretical foundations and next conducts three case analyses. Chosen case-companies are all firms, which are acting in the field of information and communication technology (ICT). These case analyses about the role of social media in thrust building discourses are going to be enhanced by making some notes about the social media use in the normative business ethical and also in normative philosophical ethics settings. How newly formulated codes or procedures for social media use are linked with the traditional theoretical ideas or are they linked with? Have these guidelines some relations with newer ethical and corporate responsibility related theories about ICT? 134 25:03 Digital convergence or digital clash?: exploring organizational adoption of social media in the newspaper industry Holmström, Jonny; Levén, Per; Nylén, Daniel Umeå University, Department of Informatics, Umeå, Sweden The adoption of social media in organizations can be seen as yet another step in an ongoing digitization of organizational and societal life. Digital innovation in general and social media in particular is not only a shift in technology. It alters existing value networks and calls for rethinking existing structures and relations in any industry. Indeed, while such disruptive change driven by digitization can be found in many industries, its impact on value networks in the newspaper industry is more profound than in most other industries. While there is a strong intellectual tradition in the IS discipline that has examined the consequences of organizational work practices and structures through the use of information technology (DeSanctis and Monge 1999; Iacono and Kling 2001; Orlikowski 1993; Robey and Sahay 1996; Sambamurthy and Zmud 2000) digitization processes associated with social media are not confined within the boundary of organizational change. Indeed, as digital technology continues to expand its influence as a boundary-spanning tool, we should embrace the fact that our discipline is at a pivotal moment as the scope of digital technology grows beyond the organizational realm (Yoo, 2010). We explore a case study focused on the adoption of social media in a newspaper organization - Västerbottens-Kuriren (VK). With a blog portal hosting around 350 blogs and receiving approximately 65 000 visits per week, micro-sites for the localities of Umeå complemented with Facebook groups - VK is constantly increasing its presence on the Internet. The findings show how the tight interlocking of services, technologies, and organization at VK has let to tight dependencies among content, platforms, and networks. We use the term digital convergence to denote the wide-ranging effects of the growth of digital infrastructures, the processes by which they come about, and the inseparability of digital infrastructures from content and networks. The findings show how digital convergence has opened up for struggles around who will control of the creation of news, and how news is to be distributed. However successful in transforming and diversifying its business, our findings show how that the organization is still optimized for producing the printed daily newspaper. As the ventures in new media are taking up more focus, a key challenge is to find synergies and convergence between media – how the printed newspaper can converge with – and not clash with - new channels. 25:04 Breaking the mould: From open to socially mediated service innovation Markkula, Jouni 1 ; Naarmala, Jyri 2 ; Annanperä, Elina 1 1 University of Oulu, Department of Information Processing Science, Oulu, Finland; 2 Anvia, Vaasa, Finland Innovations are essential capital for companies in the contemporary knowledge society. During the last years, open innovation has been presented as a means for exceeding the capabilities of more traditional closed ”in house” innovation. Engaging users for creating new innovations appears to be a way for gaining a competitive edge. Open innovation approaches are particularly suitable in service design, as service provisioning typically involves the customers closely. Furthermore, recently explosively popularized social media has given new efficient tools for engaging customers and customer communities in open innovation and service design. Even if engaging of customers in service design with social media is
typically considered as open innovation, they should not be taken as equivalent. Our case studies on social media supported service design have revealed the need for further analysis of these concepts. The objective of our paper is to analyze the relationship of open innovation and utilization of social media for customer involvement in the context of service design, on the basis of an ongoing research project with real company service design cases. We start with a conceptual-analytical study of open innovation and social media as well as their relationship. The relationship between open innovation and social media allows us to decompose the social media methods and tools into components that can be applied in different phases of service innovation process. Based on that, we develop a practical framework for guiding service innovation process in companies. The developed framework is evaluated in existing company service designing cases. Our study concludes that service design is evolving from open innovation to socially mediated service innovation, where social media is utilised in appropriate forms. In practice, companies can chose their service design approach anywhere between the extremes of pure open innovation and company centric closed innovation. The optimal service innovation solution for each particular case should be based on rational decision of the right level of openness and utilisation of the most suitable social media methods and tools in the right phases of the innovation process. The framework presented in this paper can be used for supporting this rational decisions making; how to plan and conduct customer involvement in particular service design case and what kind of methods and tools to use in specific phases of the process. 25:05 Open and closed technology and collaboration Westelius, Alf LiU, EIS, Linköping, Sweden Intranets have become a prevalent part of organjsational structure and, to varying degree, an aspect o organizing and collaboration. While many organizations are currently grappling with how to realise the promises of Sharepoint, (and how to keep a reasonable budget while doing so) others look skywards, and see the cloud as an ever more viable alternative. Some use traditional mail, calendars and document processing, but google style – as a service – to meet the needs previously believed to call for intranets. Others, reportedly, even use combinations of facebook and google docs, as their user-administered “intranet”. In this article, I will strive to present some cases of such traditional and novel approaches to IT-supported collaboration, and analyse the organizational consequences of the chosen solutions. 25:06 Crafting an h-index to measure user contribution in social media Damsgaard, Jan; Srinivasan, Nikhil Center for Applied Information and Communication Technology, Copenhagen Business School, Copenhagen, Denmark The h-index plays a vital role in evaluating academic contribution in a discipline as it evaluates both the significance and the productivity of an academic. This index is widely applied in both the natural and social sciences and there are numerous extensions of it in an attempt to include various bibliometric characteristics. The h-index lends a very resonance valuable tool in evaluating users in community settings. In this paper we develop the h-index for social media platforms. Specifically we focus on the h-index measures for users within a community that employ social media platforms to evaluate the extent and significance of user contributions to the community. We also develop a framework that combines this h-index with a growth measure and consequently we characterize the community structure. The value of this approach is it takes into consideration both the contribution of individual members but also includes a longitudinal component in the form of a growth rate that helps focus on the dynamic nature of a community. 26:01 Exploring the open innovation: present status and future perspectives Hossain, Mokter Aalto University, Department of Industrial Engineering and Management, Helsinki, Finland Open innovation is a new paradigm which is increasingly growing. This paradigm considers that firms can and should use both external as well as internal ideas and internal and external paths to market and advance their business models. All talents do not work for a company so it is crucial to consider external talents along with internal talents for innovating products, services and processes. Even though literature on open innovation is growing rapidly, Research on open innovation is still limited within several institutes and these institutes are mostly located in developed countries. It is also meagerly considered in the context of developing economies. On the other hand, contribution from the researchers in developing countries related with open innovation is very sparse. Recently, there have been several studies through literature review to understand the overall development of literature of open innovation. To the best my knowledge, so far, no similar to this study, has been found in the current literature. Despite its potential in developing countries, little initiatives have been taken to adopt open innovation model there. This study is an attempt to understand the spread of open innovation over institutes, companies, and countries. It will also focus on the potential of open innovation in developing countries. To understand this phenomenon, around 300 articles on open innovation are consulted from the existing literature. It has also considered the information from numerous open innovation platforms. This study revealed that the confinement of open innovation is within very limited organizations. Additionally, research related with the potential of open innovation in developing countries is almost unavailable in current literature. This study shows the places where open innovation is in practice, growing and not in practice. The result of this study is expected to help to understand the extent of present research open innovation and gape for future research on it. 26:02 Openness and generativity in the innovation process Remneland-Wikhamn, Björn Handelshögskolan vid Göteborgs Universitet, Business Administration, Göteborg, Sweden Open innovation, coined by Chesbrough in 2003, has become a popular rhetorical figure in academic as well as industrial settings. Paired with the successful diffusion of the term, at least two sorts of criticisms have been raised; 1) that it is rested on a non-precise definition, and 2) that it is “old wine in new bottles”. These two issues will be elaborated on in this conceptual paper, with an emphasis on discussing ‘openness’ in relation to the firm’s value generation process. Three different but often blurred perspectives on ‘open’ knowledge flows will be highlighted; 1) open as free, 2) open as priced, and 3) open as generative. Although not being mutually exclusive, each perspective has its own basic assumptions regarding openness 135
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School of Business NFF 2011 August
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Welcome to the 21 st NFF conference
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Conference theme The process of pro
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About Stockholm University School o
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Wednesday 9:30-10:30 Paper sessions
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Seminar room 3:240 Track 17: Nordic
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Seminar room 3:240 Track 17: Nordic
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Seminar room 3:240 Track 18: Sustai
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TRACK 1 - Perspectives on Service r
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TRACK 2 - The practice of services
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TRACK 3 - Brands & branding - conte
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04:03 Cooperation and competition -
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TRACK 6 - Interdisciplinary perspec
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Wednesday August 24 13:30-15:00 08:
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12:03 Entrepreneurial success: The
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Monday August 22 15:30-17:00 13:08
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14:02 Art-based interventions in ex
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TRACK 17 - Nordic Practices of HRM
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TRACK 21 - Practicing restructuring
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TRACK 23 - Mergers & acquisitions:
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24:08 Knowledge creation in multina
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TRACK 29 - Entrepreneurship educati
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Tuesday August 23 13:30-15:00 Works
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Abstracts 01:01 Service Systems as
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i.e. contractual arrangements estab
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innovation in different parts and c
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01:19 The buyer-seller paradox of p
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02:05 Managers in professional serv
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02:11 Cognitive distortion accounte
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as retailers internationalize, they
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integration, including communicatio
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03:06 Sensory positioning of metrop
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1995), customers as active co-creat
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are expressed from various directio
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04:09 Integrating government author
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introduced. In a strategic context
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its home turf of financial reportin
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of this analysis can also help to i
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Page 93 and 94: 11:07 Feminist organisation studies
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Page 127 and 128: seven small firms and 19 larger pot
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Page 133: have studied the effect of environm
Page 137 and 138: 26:05 Playing the Game Leveraging a
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Page 153 and 154: Author index *Presenting author A A
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