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Innovation genom kommunikation: Hur svenska storbanker kan använda sociala medier för att stimulera öppna innovationsprocesser
Linköping University, Department of Management and Engineering, Business Administration. Linköping University, Faculty of Arts and Sciences.
Linköping University, Department of Management and Engineering, Business Administration. Linköping University, Faculty of Arts and Sciences.
2017 (Swedish)Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesisAlternative title
Innovation through communication : How Swedish banks can use social media to stimulate open innovation processes (English)
Abstract [sv]

Bakgrund: I takt med ökad digitalisering uppkommer nya marknadsmöjligheter för finansiella aktörer. Svenska storbanker förväntas förlora stora delar av sin vinst till nystartade digitala bolag på den finansiella marknaden. En viktig aspekt i den digitala utvecklingen är innovation. De digitala bolagen ligger i framkant när det kommer till innovation och använder extern information på sociala medier som inspiration till nya innovativa lösningar. Att utnyttja extern information i syfte att utveckla produkter och tjänster beskrivs som öppen innovation. Det torde således vara fördelaktigt för storbanker och tänka utifrån kunders digitala perspektiv genom att använda information på sociala medier som inspiration till nya innovativa lösningar, i enlighet med en öppen innovationsstrategi.

Syfte: Syftet med studien är att undersöka hur svenska storbanker kan använda sociala medier för att stimulera öppna innovationsprocesser.

Metod: Studien har utformats i enlighet med en kvalitativ forskningsstrategi. Empiriska data har samlats in genom semi-strukturerade intervjuer med representanter från svenska storbanker samt med, enligt studien definierade, innovationsexperter.

Resultat: Svenska storbanker använder sociala medier i kundservice- och marknadsföringssyfte genom reaktiv och proaktiv kommunikation. Studien bekräftar att sociala medier även kan användas i innovations- stimulerande syfte. Sociala medier kan användas som informationskälla i, enligt studien definierade, öppna innovationsprocesser genom att kunders idéer, beteenden och behov utläses med hjälp av metoder för extern informationssökning. Vidare kan sociala medier stärka kundrelationer, vilket ökar kunders incitament till deltagande i innovationsstimulerande aktiviteter. Aktiviteterna kan äga rum på sociala medier eller andra kanaler. Avslutningsvis visar studien att lagstiftade regleringar inte torde utgöra en utmaning som hindrar storbankers användning av sociala medier. Det är snarare storbankers ovana på sociala medier som hämmar den aktivitet som sker.

Abstract [en]

Background: In line with increased digitalization, new market opportunities are emerging for financial players. Swedish banks are expected to lose a large part of their profits to new digital companies in the financial market. An important aspect of digital development is innovation. Digital companies are in the front edge when it comes to innovation and uses external information on social media as inspiration for new innovative solutions. Utilizing external information for the purpose of developing products and services is described as open innovation. Thus, it would be beneficial for banks to think based on customers' digital perspectives using information on social media as inspiration for new innovative solutions, in accordance with an open innovation strategy.

Purpose: The aim of the study is to investigate how Swedish banks can use social media to stimulate open innovation processes.

Method: The study is designed in accordance with a qualitative research strategy. Empirical data has been collected through semi-structured interviews with respondents consist of representatives from Swedish banks and, by the study defined, innovation experts.

Result: Swedish banks use social media in customer service and marketing purposes through reactive and proactive communication. The study confirms that social media also can be used for innovation-stimulating purposes. Social media can be used as a source of information in, by the study defined, open innovation processes by identifying customer ideas, behaviors and needs using methods for external information retrieval. In addition, social media can strengthen customer relations, which increases customer incentives to participate in innovation-stimulating activities. The activities can take place on social media or other channels. Finally, law-based regulations should not be a challenge that prevents banks from communicating on digital platforms. We would rather say that it is the banks inhabit on social media that is the biggest challenge.

Place, publisher, year, edition, pages
2017. , p. 108
Keywords [en]
Innovation, open innovation, social media, customer interaction, banks
Keywords [sv]
Innovation, öppen innovation, sociala medier, kundinteraktion, banker
National Category
Business Administration
Identifiers
URN: urn:nbn:se:liu:diva-139975ISRN: LIU-IEI-FIL-A--17/02523--SEOAI: oai:DiVA.org:liu-139975DiVA, id: diva2:1135467
Subject / course
Master Thesis in Business Administration (Magisteruppsats i Företagsekonomi)
Supervisors
Examiners
Available from: 2017-08-24 Created: 2017-08-23 Last updated: 2017-08-24Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • harvard1
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