دانلود رایگان مقاله انگلیسی افزایش رقابت پذیری سازمانی از طریق رسانه های اجتماعی - چشم انداز عمل - اشپرینگر 2017

Abstract

The affordances, popularity and pervasive use of social media platforms such as Facebook, Twitter and Instagram have made these platforms attractive to organisations for enhancing their competitiveness and creating business value. Despite this apparent significance of social media for businesses, they are struggling with the development of a social media strategy as well as understanding the implications of social media on practice within their organisations. This paper explores how social media has become a tool for competitiveness and its influence on organisational strategy and practice. Using the ‘strategy as practice’ lens and guided by the interpretivist philosophy, this paper uses the empirical case of a telecom organisation in Tanzania. The findings show that social media is influencing competitiveness through imitation and product development. Also, the findings indicate how social media affects the practices within an organisation, consequently making the social media strategy an emergent phenomenon.

8 Conclusion

This paper set to explore how social media enhances competitiveness using the strategy as practice perspective. The objective was to understand how social media influences the emergence of strategy, structure and processes, as well as how organisations use social media to enhance competitiveness. The paper started by exploring different concepts in social media strategy and the relationship between technology, strategy, structure and processes. From the case study of a Tanzania telecom company, the study establishes how practices associated with social media enhanced the competitiveness of the company. Specifically, competitiveness was enhanced by imitation and the product development strategy. Also, social media practices within the case organisation enacted processes and structure in an imbrication manner, although not simultaneously. This finding significantly contributes to IS literature through showing that social media has a faster rate of impacting the processes relative to the structure. Furthermore, it adds to the understanding of the tactical choice of implementing social media strategy in the organisation.