Dissertation/Thesis Abstract

How Organizations Adapt Social Media Capabilities as a Competitive Advantage
by Bornhofen, Robert J., D.Mgt., University of Maryland University College, 2012, 227; 3565897
Abstract (Summary)

This paper is a systematic review of scholarly studies that examines how organizations enhance their ability to generate value through social media. It explores why some organizations are able to adopt and benefit from social media while others cannot. Specifically, it examines: (i) how people and social networks are essential to create value at the organizational level, (ii) how leadership sets the vision and convinces others on the need for change, and (iii) what types of strategy can be implemented to enable knowledge creation through social networks. Argument is made on the vital importance of two variables in particular—leadership and strategy—and their role in moderating how the organization accepts and incorporates change to enhance overall effectiveness and efficiency. Evidence-based research is used to describe relevant theory and practice through qualitative and quantitative sources. It examines how organizations overcome the hurdles associated with change, and how individuals learn to accept new methods to connect, share knowledge, and create value through Web 2.0 technology.

Social media challenges an organization’s ability to manage individuals and information. It requires a shift in the way people work and think; it requires a culture adjustment in how people collaborate in new, more inclusive ways other than relying on the same imbedded methods and inner core of co-workers for answers.

Keywords: Social Media, Social Networks, Leadership, Strategy, and Organizational Culture.

Indexing (document details)
Advisor: Dent, Eric B.
Commitee: Andersen, G. David
School: University of Maryland University College
Department: Doctor of Management Program
School Location: United States -- Maryland
Source: DAI-A 74/10(E), Dissertation Abstracts International
Source Type: DISSERTATION
Subjects: Marketing, Management, Communication, Information Technology, Web Studies
Keywords: Competitive advantage, Leadership, Organizational culture, Social media, Social network, Strategy
Publication Number: 3565897
ISBN: 978-1-303-16400-2
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