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Leading Open Innovation$
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Anne Sigismund Huff, Kathrin M. Moslein, and Ralf Reichwald

Print publication date: 2013

Print ISBN-13: 9780262018494

Published to MIT Press Scholarship Online: August 2013

DOI: 10.7551/mitpress/9780262018494.001.0001

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PRINTED FROM MIT PRESS SCHOLARSHIP ONLINE (www.mitpress.universitypressscholarship.com). (c) Copyright The MIT Press, 2022. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in MITSO for personal use.date: 04 July 2022

Viral Marketing on Facebook for a New Open Innovation Platform

Viral Marketing on Facebook for a New Open Innovation Platform

(p.221) 13 Viral Marketing on Facebook for a New Open Innovation Platform
Leading Open Innovation

Catharina van Delden

Nancy Wünderlich

The MIT Press

This chapter examines the use of social media for open innovation and describes a project involving viral marketing on the social networking site Facebook. It proposes guidelines for organizations trying to conceptualize and implement viral marketing campaigns in social networks and highlights the importance of a careful analysis of customer needs and behavior on the development of the unserAller open innovation platform. This chapter suggests that leaders of these types of projects should go beyond easily implemented advertising campaigns in order to set their campaign apart and make it recognizable.

Keywords:   open innovation, viral marketing, Facebook, social media, customer needs, customer behavior, advertising campaigns, unserAller

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