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VIRTUAL SOCIAL NETWORKS
AND OPEN INNOVATION/
KNOWLEDGE SHARING:
QUESTIONING THE RBV
Tesi di laurea specialistica di Caccam...
 RESEARCH OBJECTIVES
 THEORETICAL IMPLICATIONS
 LITERATURE REVIEW
 RESEARCH METHODOLOGY
 DATA
 CONCLUSIONS
RESEARCH CHALLANGE: QUESTIONING THE RESOURCE-BASED VIEW
DECLARED
OBJECTIVE:
Find out and
examine any
existing relation
among static
elements
DECLARED
OBJECTIVE:
Find out and
exam...
NETWORKED KNOWLEDGE AND INNOVATION GENERATION
DECLARED
OBJECTIVE:
Search of structural
conditions that lead
to innovation
...
“We have a partner in this business and that partner is the community of
users”
eBay CEO, Meg Whitman.
EMERGING MODEL
CURR...
7
• If we create the best ideas in the
industry, we will win.
• We have to protect and isolate
our resources (RBV)
• Not a...
RECURSIVE PROCESS
SAMPLE COMPOSITION
DISTORTED SAMPLE
MOTIVATION TO SOCIAL NETWORKING
Supporting empirics : Forrester’s 2007
research
Our empirics
THE SOCIOLOGICAL AND COMMUNIC...
TIME DEDICATED TO SOCIAL NETWORKING
RESULTS
• INDIVIDUAL AVARAGE: 8+ HOURS/WEEK
• ENTIRE SAMPLE: 25.000 HOURS/YEAR
• CUMUL...
COMMUNITY RELEVANT CHARACTERISTIC AND ROLES DISTRIBUTION
• 70+ % USERS (MODE FOR FOUR AGE CLASSES)
RESULTS
• ADOPTION OF G...
SOCIAL NETWORK STRUCTURE
THE “FRIEND WHEEL”
• Facebook’s application reproducing
the structure of nodes and ties.
• Facebo...
GENERATION OF PROSUMED INNOVATIVE CONTENT
COMMUNITIES ARE “MARKET OF CONVERSATIONS” AND INNOVATIVE IDEAS
RESULTS
• Easy of...
Results have important implications for managerial practice and further
research. The following table outlines a few avenu...
My book: "Virtual Social Networks and Open Innovation: Questioning the RBV"
My book: "Virtual Social Networks and Open Innovation: Questioning the RBV"
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Today open source philosophy points the way to innovations arising from the adoption of new models for distributing know-how and exploiting intellectual capital. Growing interest in knowledge management has led to increased attention being paid to social network analysis as a tool for mapping the structure and nature of shared information. However, despite the knowledge-intensive nature of resource-based view (RBV), social network analyses of the R&D function remain relatively rare. This paper discusses the role of networks in the development, exchange and dissemination of knowledge exploitable by companies in search of innovation. An empirical study using social network analysis is presented to give evidence to theoretical models. This takes into account both static and dynamic network variables, and debates motivational drivers behind members' commitment to social networking. The implications for business world are clear: companies have to rethink traditional approach to innovation, revising their model to knowledge creation, and learn to wisely leverage networked intellectual capital and spare time commoditization.

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My book: "Virtual Social Networks and Open Innovation: Questioning the RBV"

  1. 1. VIRTUAL SOCIAL NETWORKS AND OPEN INNOVATION/ KNOWLEDGE SHARING: QUESTIONING THE RBV Tesi di laurea specialistica di Caccamo Gianluca Matricola 1184746 Milano, 26 Marzo 2009 “To find something comparable, you have to go back 500 years to the printing press and the birth of mass media...” Rupert Murdoch
  2. 2.  RESEARCH OBJECTIVES  THEORETICAL IMPLICATIONS  LITERATURE REVIEW  RESEARCH METHODOLOGY  DATA  CONCLUSIONS
  3. 3. RESEARCH CHALLANGE: QUESTIONING THE RESOURCE-BASED VIEW
  4. 4. DECLARED OBJECTIVE: Find out and examine any existing relation among static elements DECLARED OBJECTIVE: Find out and examine any existing relation among static elements FOUNDATIONS OF VIRTUAL SOCIAL NETWORKS
  5. 5. NETWORKED KNOWLEDGE AND INNOVATION GENERATION DECLARED OBJECTIVE: Search of structural conditions that lead to innovation DECLARED OBJECTIVE: Search of structural conditions that lead to innovation
  6. 6. “We have a partner in this business and that partner is the community of users” eBay CEO, Meg Whitman. EMERGING MODEL CURRENT MODEL ORIGINAL MODEL
  7. 7. 7 • If we create the best ideas in the industry, we will win. • We have to protect and isolate our resources (RBV) • Not all the smart people work for us. We need to work with smart people inside and outside the company. • Self-organizing free agents • The smart people in our field work for us . • Principal-agent relationship • If we make the best use of internal and external ideas, we will win. • The world is our R&D department” Chesborough 2003 Closed attitude Open attitude • Knowledge and innovation management is confined within firm’s boundaries • The central domain is the social network: holistic integration of social network and knowledge management
  8. 8. RECURSIVE PROCESS
  9. 9. SAMPLE COMPOSITION DISTORTED SAMPLE
  10. 10. MOTIVATION TO SOCIAL NETWORKING Supporting empirics : Forrester’s 2007 research Our empirics THE SOCIOLOGICAL AND COMMUNICATIONAL ASPECTS ARE EVIDENT
  11. 11. TIME DEDICATED TO SOCIAL NETWORKING RESULTS • INDIVIDUAL AVARAGE: 8+ HOURS/WEEK • ENTIRE SAMPLE: 25.000 HOURS/YEAR • CUMULATED FREQUENCY FIRST THREE CLASSES: 85+ % SPARE TIME COMMODITIZATION Members’ expectations for their time consumption
  12. 12. COMMUNITY RELEVANT CHARACTERISTIC AND ROLES DISTRIBUTION • 70+ % USERS (MODE FOR FOUR AGE CLASSES) RESULTS • ADOPTION OF GNU LICENSES: UNCERTAINTY PREVAILS • BANDWAGON FAD: “I WANT TO BE WHERE EVERYBODY IS” • LACK OF ACTUAL KNOWLEDGE ON GNU LICENSING SYSTEM
  13. 13. SOCIAL NETWORK STRUCTURE THE “FRIEND WHEEL” • Facebook’s application reproducing the structure of nodes and ties. • Facebook surveyed individuals ( 74% of sample) • The cirlce: first degree ties RESULT • International reach • 3 areas of redundacy, reflecting distinct real-life social circles • Presence of structural holes FAVOURABLE CONDITIONS TO COME ACROSS HETEROGENOUS KNOWLEDGE AND SPUR INNOVATIVE CONTENT
  14. 14. GENERATION OF PROSUMED INNOVATIVE CONTENT COMMUNITIES ARE “MARKET OF CONVERSATIONS” AND INNOVATIVE IDEAS RESULTS • Easy of interaction •Bottom-up sharing system • Freedom of expression • Ideas mixing and re- combining • Absence of any spatial or time limit
  15. 15. Results have important implications for managerial practice and further research. The following table outlines a few avenues. ManagerialPractice Further Research • Companies with an open approach have the best chance of harnessing an enormous wealth of free talent available outside firm’s boundaries. Success will lie in choosing the right parameters of openness. • Platforms for participation will only remain viable if all stakeholders are adequately compensated for their contributions – companies are warned, they can’t expect to free riding forever. • The way we manage intellectual property affects everything we have discussed. The actual intellectual property regime is radically out with modern technological, economic and social realities and needs to be integrally redifined. • Privacy of users is another important issue that deserves extensive research. Paper openly consultable in accordance with the principles of openness discussed

Today open source philosophy points the way to innovations arising from the adoption of new models for distributing know-how and exploiting intellectual capital. Growing interest in knowledge management has led to increased attention being paid to social network analysis as a tool for mapping the structure and nature of shared information. However, despite the knowledge-intensive nature of resource-based view (RBV), social network analyses of the R&D function remain relatively rare. This paper discusses the role of networks in the development, exchange and dissemination of knowledge exploitable by companies in search of innovation. An empirical study using social network analysis is presented to give evidence to theoretical models. This takes into account both static and dynamic network variables, and debates motivational drivers behind members' commitment to social networking. The implications for business world are clear: companies have to rethink traditional approach to innovation, revising their model to knowledge creation, and learn to wisely leverage networked intellectual capital and spare time commoditization.

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