Social media to support collaboration in the product life cycle of SMEs

Abstract : The use of social media tools to support small and medium-sized enterprises (SME) to support their business activities throughout the product life cycle (PLC) phases represents an interesting opportunity. SMEs operate in very competitive environments, and face significant challenges primarily caused by their size disadvantage. By nature, social media tools and platforms can enable them to overcome some of these challenges, as they are often very inexpensive, familiar and easy to use, allowing them to reach large audiences they would not be able to reach with traditional and expensive marketing initiatives. To provide solutions to this problem, this research identified three main objectives. The first objective was to draw a picture of the existing academic literature on the use of social media tools in the PLC context to better understand how these tools were studied and used in businesses, and for what purpose. Second, this research aimed at understanding how SMEs actually use social media tools to support their different business activities to identify the gap between academic research and actual business practices. Finally, based on the findings highlighted from the previous objectives, this research aimed at developing theory on this topic by proposing a conceptual framework of customer engagement enabled by social media. The conceptual framework aimed at answering general questions that emerged from the initial two objectives: Why do some SMEs use social media to support customer engagement, while others do not? Why do firms use different social media tools to support their customer engagement initiatives? Why does the scope of customer engagement initiatives (i.e., across different PLC phases) vary between SMEs? What are the potential outcomes of conducting customer engagement initiatives for the organizing firms? In order to achieve these research objectives, the methodology employed for this research is threefold. First, a systematic literature review was performed in order to properly understand how the use of social media tools in the PLC context had been studied. The final results consisted of 78 academic articles which were analyzed based on their bibliometric information and their content. Second, in order to draw the contrast between the academic publications and managerial reality of SMEs, six semi-structured interviews were conducted to understand how these firms actually use social media to support different activities in each of the PLC phases. Third, five additional semi-structured interviews were performed to gather a deeper understanding of this phenomenon and generate theory to support the proposed conceptual framework. The conceptual framework focuses on the degree of customer engagement, which is comprised of the scope (PLC phases) of customer engagement and the technology (social media tools) employed to support these initiatives. Two sets of antecedents were examined, firm motivators and firm impediments, as they could both potentially affect the scope and the social media tools used to support customer engagement initiatives. Finally, potential customer engagement outcomes for SMEs developing these initiatives were also examined. The semi-structured interviews lasted approximately 25-35 minutes, and were performed using an interview grid consisting of 24 open-ended questions. The interview grid was developed based on the findings of the systematic literature review, and this qualitative approach allowed for a rich understanding of the interviewed SMEs’ use of social media tools to support and engage customers in their different PLC activities. The main results highlighted by this project demonstrate that this field is relatively recent and sees constant increase in research interest since 2008. However, most of the academic research focuses on the use of social media tools to support innovation activities during the new product development process, while the interviewed firms almost exclusively used the tools to engage customers in the later phases of the PLC, primarily for promotion, customer service support, and business development activities. Interestingly, the interviewed firms highlighted several benefits of using social media tools to engage customers, some of which could help them overcome certain size disadvantages previously mentioned. These firms are in need of further guidelines to properly implement such initiatives and reap the expected benefits. Results suggest that SMEs are far behind both large companies and academic research in their use of social media to engage customers in different business activities. The proposed conceptual framework serves as a great tool to better understand their reality and eventually better support them in their social media and customer engagement efforts. However, this framework needs to be further developed and improved. This research project provides a 360-degree view of the phenomenon of the use of social media to support customer engagement for SMEs, by providing both a thorough systematic review of the academic research and an understanding of the managerial reality of SMEs behind this phenomenon. From this analysis, a conceptual framework is then proposed and serves as a stepping stone for future researchers who are interested in developing theory in this field.

Évaluation du programme aux âgés au Centre de Services Sociaux du Centre du Québec, succursale de Drummondville : une étude portant sur l'évaluation par objectif d'un programme de service

Notre choix d'étude s'est arrêté sur une méthode évaluative afin de nous familiariser avec ce processus et en faire un usage courant à tous les programmes dans lesquels nous sommes impliqués de par nos fonctions. Cette étude vise à évaluer si les objectifs du programme aux âgés du Centre de Services Sociaux du Centre du Québec, élaborés par la direction des services professionnels, ont été atteints, quels impacts ils ont eu sur la communauté âgée du territoire de la succursale de Drummondville, et voir ensuite les améliorations à y apporter. Il s'agit de faire une analyse de type évaluatif afin de connaître l'effet du programme aux âgés sur la population concernée. Après l'étude sommaire de quelques modèles d'évaluation, celui de Perry L. Levinson nous semble le plus apte à répondre aux objectifs de l'étude et aux moyens dont nous disposons. À l'aide de ce modèle, nous pourrons vérifier à combien de personnes âgées des Services ont été rendus, si la stratégie d'action a été efficace, si les ressources humaines ont été bien utilisées et en nombre suffisant, s'il y a eu des résultats imprévus et lesquels. L'étude porte sur deux ans d'opération, soit du 1er novembre 1977 au 31 octobre 1979. Après avoir établi les objectifs du programme aux âgés, nous fournirons des données sur la description du territoire et sur la population âgée, nous expliquerons les deux organigrammes de fonctionnement, soit celui avant 1977 et celui après 1977, qui ont eu des répercussions sur l'opérationalisation dudit programme. Nous traiterons des intrants injectés et de la population âgée qui a été atteinte. Le lecteur pourra retrouver une synthèse de l'évaluation du programme faite par l'ensemble des professionnels qui ont travaillé à sa réalisation ainsi qu'une analyse de variables intermédiaires.