Social media engagement strategy: Investigation of marketing and R&D interfaces in manufacturing industry

Koteshwar Chirumalla, Pejvak Oghazi*, Vinit Parida

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

54 Citations (Scopus)


Research shows that effective marketing and R&D interface is pivotal in a company’s new product development performance and future competitiveness. The increased popularity of social media promised to enhance interaction, collaboration, and networking between the two functions. However, there is limited knowledge regarding the key activities, infrastructure requirements, and potential benefits of social media in the marketing and R&D interface. This study aims to advance the current understanding of social media engagement strategies, which facilitates improved marketing and R&D interfaces and ultimately NPD performance for manufacturing companies. Based on a multiple-case study in two manufacturing companies, this study first presents the role of social media in facilitating improved marketing and R&D interface within a B2B context. Second, it presents the adoption process of the social media engagement strategy for an evolving marketing and R&D interface. The adoption process is divided into three phases, namely coordination, cooperation, and coproduction, to provide detailed insights regarding full-scale social media engagement. Taken together, the study provides novel insights into industrial marketing management literature by exemplifying the role of social media and proposing a systematic social engagement strategy for improved marketing and R&D interface in the manufacturing industry.
Original languageEnglish
Peer-reviewed scientific journalIndustrial Marketing Management
Pages (from-to)138-149
Number of pages12
Publication statusPublished - 2018
MoE publication typeA1 Journal article - refereed


  • 512 Business and Management
  • New product development
  • Marketing-R&D interface
  • Cross-functional integration
  • Social media
  • B2B social media
  • Social media engagement
  • Engagement strategy
  • R&D-marketing
  • Social media marketing


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