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    This study examined how multinational corporations in fast-moving consumer goods use social media to support new product development. Through qualitative interviews, the researchers found that while social media is used informally to understand customers, competitors, trends, and feedback, it does not constitute a formal part of companies' new product processes. Instead, multinationals rely on their own research and development institutes to support new products. The paper concludes with guidelines for new product development managers on using social media.

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    This study examined how multinational corporations in fast-moving consumer goods use social media to support new product development. Through qualitative interviews, the researchers found that while social media is used informally to understand customers, competitors, trends, and feedback, it does not constitute a formal part of companies' new product processes. Instead, multinationals rely on their own research and development institutes to support new products. The paper concludes with guidelines for new product development managers on using social media.

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    2 views1 page

    S0040162517302573

    Uploaded by

    Subha n
    This study examined how multinational corporations in fast-moving consumer goods use social media to support new product development. Through qualitative interviews, the researchers found that while social media is used informally to understand customers, competitors, trends, and feedback, it does not constitute a formal part of companies' new product processes. Instead, multinationals rely on their own research and development institutes to support new products. The paper concludes with guidelines for new product development managers on using social media.

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    Naheed Bashir, K.

    Nadia Papamichail, Khaleel Malik,


    Use of Social Media Applications for Supporting New Product Development Processes
    in Multinational Corporations,
    Technological Forecasting and Social Change,
    Volume 120,
    2017,
    Pages 176-183,
    ISSN 0040-1625,
    https://doi.org/10.1016/j.techfore.2017.02.028.
    (https://www.sciencedirect.com/science/article/pii/S0040162517302573)
    Abstract: This paper examines the use of social media in new product development
    (NPD) processes. It is based on an in-depth study of multinational corporations
    (MNCs) around the world in the fast moving consuming goods (FMCG) sector. In order
    to obtain an in-depth understanding on the subject, a qualitative approach has been
    adopted to collect and analyse the data. The results suggest that social media can
    be viewed as an informal source for gaining an understanding of customers'
    preferences, competitors' activities, market trends and product feedback. Drawing
    from the literature and our empirical analysis, we ascertain that the use of social
    media platforms as a source for providing information for new product projects does
    not constitute a formal part of MNCs' new product development processes. MNCs rely
    on their own trusted and dedicated research and development (R & D) institutes
    instead to support new product projects. The study concludes with practical
    guidelines for NPD managers.
    Keywords: FMCG; MNCs; New product development (NPD); Social media

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