Social Software & Strategy: A Review & Research Agenda

A couple of days ago, I commented on a research framework on social media by Kietzmann and colleagues published in the Journal of Public Affairs. I had another article sitting on my desk which was similar in scope. It’s been written by Haefliger and colleagues and served as the introduction to as special isssue of the journal Longe Range Planning. Haefliger and colleagues distinguish between strategy (value creation & value appropriation), technology (technology as a tool vs a mediator), and community (leadership & boundaries). Furthermore, they look at social software use from an internal and an external perspective. I find this structure more appealing and intuitive than the honeycomb presented earlier. A nice additional feature is the research agenda they produce. I’ve included both tables below.

Haefliger et al

Haefliger et al


Haefliger, S., Monteiro, E., Foray, D., & von Krogh, G. (2011). Social Software and Strategy. Long Range Planning, 44(5-6), 297–316. doi:10.1016/j.lrp.2011.08.001

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David Wagner

Professor & Academic Director at Munich Business School, Associate Director at MUUUH! Next, Head of Research at Association for Community Management (BVCM)

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