How do B2B companies motivate participation in online innovation?

Anette Bengs, Annika Wiklund-Engblom

Research output: Chapter in Book/Conference proceedingConference contributionScientificpeer-review

4 Citations (Scopus)


The aim of this paper is to explore what kinds of factors are used by business-to-business (B2B) companies in order to motivate their B2B customers to participate in innovation processes utilizing social media. This qualitative multiple case study is a preliminary step in an attempt to understand how to motivate B2B customers to participate in social media innovations initiated by B2B companies. There has been little research conducted regarding social media use in innovation processes in B2B contexts and good case studies are rare. Therefore the aim of the present paper is to explore the motivational factors used by B2B companies that have successfully implemented social media in innovation processes involving their B2B customers. Existing literature is reviewed and five cases are analyzed in order to highlight how B2B companies can motivate participation.
Original languageUndefined/Unknown
Title of host publicationProceeding of the 16th International Academic MindTrek Conference
EditorsArtur Lugmayr
ISBN (Print)978-1-4503-1637-8
Publication statusPublished - 2012
MoE publication typeA4 Article in a conference publication
EventMindTrek - Academic MindTrek '12 International Conference on Media of the Future
Duration: 3 Oct 20125 Oct 2012




  • B2B
  • crowd sourcing
  • motivation
  • social innovation

Cite this