Senior marketers’ insights into the challenges of social media implementation in large organisations: assessing generic and electronic orientation models as potential solutions

Valos, Michael, Polonsky, Michael Jay, Mavondo, Felix and Lipscomb, John 2015, Senior marketers’ insights into the challenges of social media implementation in large organisations: assessing generic and electronic orientation models as potential solutions, Journal of marketing management, vol. 31, no. 7-8, pp. 713-746, doi: 10.1080/0267257X.2014.977931.

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Title Senior marketers’ insights into the challenges of social media implementation in large organisations: assessing generic and electronic orientation models as potential solutions
Author(s) Valos, Michael
Polonsky, Michael JayORCID iD for Polonsky, Michael Jay orcid.org/0000-0003-2395-1311
Mavondo, Felix
Lipscomb, John
Journal name Journal of marketing management
Volume number 31
Issue number 7-8
Start page 713
End page 746
Total pages 34
Publisher Taylor & Francis
Place of publication London, Eng.
Publication date 2015
ISSN 0267-257X
1472-1376
Keyword(s) e-marketing orientation
entrepreneurial orientation
implementation
market orientation
social media
Summary The unique characteristics of social media (SM) have made it difficult to implement this tool within many large organisations. This paper seeks to identify the implementation challenges and evaluate alternative organisational orientations that may provide solutions. We aimed to reconcile theory with current practice by integrating the extant literature with data from three focus groups involving 27 senior marketing executives. The managerial discussions identified additional challenges to those previously discussed in the literature, which appear to result from SM’s unique characteristics. These include: interactivity, the integration of communication into distribution channels, collaborative media and information collection. Using both broad orientation models (market orientation and entrepreneurial orientation) and a specific digital orientation (e-marketing orientation), guidelines and research propositions for effective implementation are put forward.
Language eng
DOI 10.1080/0267257X.2014.977931
Field of Research 150503 Marketing Management (incl Strategy and Customer Relations)
Socio Economic Objective 970115 Expanding Knowledge in Commerce
HERDC Research category C1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Persistent URL http://hdl.handle.net/10536/DRO/DU:30068546

Document type: Journal Article
Collection: School of Management and Marketing
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