B2B Marketing.Pdf
FACULTY OF ECONOMICS AND BUSINESS ADMINISTRATION, UNIVERSITY OF OULU WORKING PAPERS
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Tuula Lehtimäki, Jari Salo, Heidi Hiltula, Mikko Lankinen
HARNESSING WEB 2.0 FOR BUSINESS TO BUSINESS MARKETING - LITERATURE REVIEW AND AN EMPIRICAL PERSPECTRIVE FROM FINLAND
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OULU 2009
Tuula Lehtimäki Jari Salo Heidi Hiltula Mikko Lankinen Taloustieteiden tiedekunta Oulun yliopisto Faculty of Economics and Business Administration University of Oulu Osoite: PL 4600 Address: 90014 Oulu, Finland Puhelin: Phone: +358 50 4675154 Salo
Telefax: +358 8 553 2906 e-mail: Tuula.Lehtimaki@oulu.fi Jari.Salo@oulu.fi
ISBN 978-951-42-9119-7 ISSN 1459-8418 ISBN 978-951-42-9120-3 ELEKTRONINEN VERSIO Oulu University Press April 2009
Tuula Lehtimäki, M.Sc. (Bus. Adm.), M.Sc. (Tech.) Jari Salo, Dr. (Bus. Adm.) Heidi Hiltula, M.Sc. (Bus. Adm.) Mikko Lankinen, student
University of Oulu, Faculty of Economics and Business Administration
Harnessing web 2.0 for business to business marketing Literature review and an empirical perspective from Finland
Abstract
The purpose of this report is to round up current literature and other published sources on harnessing web 2.0 for business-to-business marketing and add an empirical perspective on the subject from Finland. Web 2.0 means technologies that enable users to easily communicate, and organize, create and share content. By web 2.0 tools, we mean blogs and podcasts, social networks, communities, content aggregators and virtual worlds. Based on the literature review we present pros and cons of every tool for marketing purposes. Among the examined Finnish industrial firms the utilization of web 2.0 is still low, but blogs, wikis and video sharing raised some interest. Overall, web 2.0 provides firms with benefits still largely
____________________________________________________________
________ No. 29 ____________________________________________________________
________
Tuula Lehtimäki, Jari Salo, Heidi Hiltula, Mikko Lankinen
HARNESSING WEB 2.0 FOR BUSINESS TO BUSINESS MARKETING - LITERATURE REVIEW AND AN EMPIRICAL PERSPECTRIVE FROM FINLAND
____________________________________________________________
________
OULU 2009
Tuula Lehtimäki Jari Salo Heidi Hiltula Mikko Lankinen Taloustieteiden tiedekunta Oulun yliopisto Faculty of Economics and Business Administration University of Oulu Osoite: PL 4600 Address: 90014 Oulu, Finland Puhelin: Phone: +358 50 4675154 Salo
Telefax: +358 8 553 2906 e-mail: Tuula.Lehtimaki@oulu.fi Jari.Salo@oulu.fi
ISBN 978-951-42-9119-7 ISSN 1459-8418 ISBN 978-951-42-9120-3 ELEKTRONINEN VERSIO Oulu University Press April 2009
Tuula Lehtimäki, M.Sc. (Bus. Adm.), M.Sc. (Tech.) Jari Salo, Dr. (Bus. Adm.) Heidi Hiltula, M.Sc. (Bus. Adm.) Mikko Lankinen, student
University of Oulu, Faculty of Economics and Business Administration
Harnessing web 2.0 for business to business marketing Literature review and an empirical perspective from Finland
Abstract
The purpose of this report is to round up current literature and other published sources on harnessing web 2.0 for business-to-business marketing and add an empirical perspective on the subject from Finland. Web 2.0 means technologies that enable users to easily communicate, and organize, create and share content. By web 2.0 tools, we mean blogs and podcasts, social networks, communities, content aggregators and virtual worlds. Based on the literature review we present pros and cons of every tool for marketing purposes. Among the examined Finnish industrial firms the utilization of web 2.0 is still low, but blogs, wikis and video sharing raised some interest. Overall, web 2.0 provides firms with benefits still largely