Considering social media as a source of competitive intelligence in three public transportation companies
Dao, Mai (2021)
Dao, Mai
2021
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi-fe2021052831965
https://urn.fi/URN:NBN:fi-fe2021052831965
Tiivistelmä
Competitive intelligence process aims to provide companies actionable information regarding competitors, customers, and the external environment. The growth of social media in the business context has specific effects on competitive intelligence, which raises an interesting topic in both practice and theory. Social media can influence the volume, quantity, and quality of information gathered in a competitive intelligence context; specifically, social media increases the available information sources, and monitoring social media can help a company gain valuable information.
The purpose of this thesis is to discover how public transportation companies utilize social media as a source of competitive intelligence. The main interest is understanding which parts of social media are of interest from the company's competitive intelligence point of view, how social media data and information can be monitored and turned into actionable intelligence. The three case companies in this thesis are in a different environment with different competitors. No direct comparison will be made between any two companies; instead, the analysis of each company presents in a separable section.
This research aimed to understand better how social media monitoring can contribute to the company's competitive advantages and support decision-makers in strategic plans. The findings have a practical framework for companies planning to adopt social media as a source of competitive intelligence. They provide suggestions for different functions in companies involved in exploiting social media to gain intelligence.
The research used a qualitative research approach with multi-case studies in the empirical part. In-depth interviewing is the primary method to collect data while analyzing multi case studies helps to examine the theoretical framework.
The purpose of this thesis is to discover how public transportation companies utilize social media as a source of competitive intelligence. The main interest is understanding which parts of social media are of interest from the company's competitive intelligence point of view, how social media data and information can be monitored and turned into actionable intelligence. The three case companies in this thesis are in a different environment with different competitors. No direct comparison will be made between any two companies; instead, the analysis of each company presents in a separable section.
This research aimed to understand better how social media monitoring can contribute to the company's competitive advantages and support decision-makers in strategic plans. The findings have a practical framework for companies planning to adopt social media as a source of competitive intelligence. They provide suggestions for different functions in companies involved in exploiting social media to gain intelligence.
The research used a qualitative research approach with multi-case studies in the empirical part. In-depth interviewing is the primary method to collect data while analyzing multi case studies helps to examine the theoretical framework.