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Driving the markets in the 21st century: How to enhance proactive market orientation using social media.

Atras, Anna LU and Lykova, Alexandra (2013) BUSN39 20131
Department of Business Administration
Abstract
This research was undertaken to discover how social media - the technological advancement of the 21st century – can be used to enhance the proactive market orientation. The study is based on the theories in the fields of market orientation, market intelligence and social media.
Seeing the importance of social media and growth of its usage by customers and companies, this study analyzes the following proactive behaviours: forward sensing, shaping customers’ behaviours, customer eductaion, re-sketching industry segmentation and buzz network creation, and the way those behaviours could be executed in the social media milieu. This subject is reviewed from the strategic and tactical perspective and presented in the new framework that links... (More)
This research was undertaken to discover how social media - the technological advancement of the 21st century – can be used to enhance the proactive market orientation. The study is based on the theories in the fields of market orientation, market intelligence and social media.
Seeing the importance of social media and growth of its usage by customers and companies, this study analyzes the following proactive behaviours: forward sensing, shaping customers’ behaviours, customer eductaion, re-sketching industry segmentation and buzz network creation, and the way those behaviours could be executed in the social media milieu. This subject is reviewed from the strategic and tactical perspective and presented in the new framework that links both long-term goals and the social media tactics that can be applied to reach those goals.
The empirical material was collected through the interviews with the social media experts from the consultancy companies, marketing managers from two leading global brands in the retail and entertainment industries and supported with observation of the social media platforms of two latter brands.
In summary, this research bridges a gap between the theories of market orientation and social media, and provides the companies with guidelines on how to enhance proactivtity and competitiveness using social media. (Less)
Please use this url to cite or link to this publication:
author
Atras, Anna LU and Lykova, Alexandra
supervisor
organization
course
BUSN39 20131
year
type
H1 - Master's Degree (One Year)
subject
keywords
customer behaviour, buzz network, market intelligence, social media, proactive market orientation, customer education
language
English
id
3801724
date added to LUP
2013-06-26 09:32:26
date last changed
2013-06-26 09:32:26
@misc{3801724,
  abstract     = {This research was undertaken to discover how social media - the technological advancement of the 21st century – can be used to enhance the proactive market orientation. The study is based on the theories in the fields of market orientation, market intelligence and social media.
Seeing the importance of social media and growth of its usage by customers and companies, this study analyzes the following proactive behaviours: forward sensing, shaping customers’ behaviours, customer eductaion, re-sketching industry segmentation and buzz network creation, and the way those behaviours could be executed in the social media milieu. This subject is reviewed from the strategic and tactical perspective and presented in the new framework that links both long-term goals and the social media tactics that can be applied to reach those goals. 
The empirical material was collected through the interviews with the social media experts from the consultancy companies, marketing managers from two leading global brands in the retail and entertainment industries and supported with observation of the social media platforms of two latter brands. 
In summary, this research bridges a gap between the theories of market orientation and social media, and provides the companies with guidelines on how to enhance proactivtity and competitiveness using social media.},
  author       = {Atras, Anna and Lykova, Alexandra},
  keyword      = {customer behaviour,buzz network,market intelligence,social media,proactive market orientation,customer education},
  language     = {eng},
  note         = {Student Paper},
  title        = {Driving the markets in the 21st century: How to enhance proactive market orientation using social media.},
  year         = {2013},
}