University of Oulu

Harnessing web 2.0 for business-to-business marketing - Literature review and an empirical perspective from Finland

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Author: Lehtimäki, Tuula1; Salo, Jari1; Hiltula, Heidi1;
Organizations: 1University of Oulu, Faculty of Economics and Industrial Management
Format: ebook
Version: published version
Access: open
Online Access: PDF Full Text (PDF, 1 MB)
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Language: English
Published: 2009
Publish Date: 2009-04-15


The purpose of this report is to round up current literature and other published sources on harnessing web 2.0 for business-to-business marketing and add an empirical perspective on the subject from Finland. Web 2.0 means technologies that enable users to easily communicate, and organize, create and share content. By web 2.0 tools, we mean blogs and podcasts, social networks, communities, content aggregators and virtual worlds. Based on the literature review we present pros and cons of every tool for marketing purposes. Among the examined Finnish industrial firms the utilization of web 2.0 is still low, but blogs, wikis and video sharing raised some interest. Overall, web 2.0 provides firms with benefits still largely unexplored, and we believe that the importance of internet marketing will continue to grow.

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Series: Working papers. Faculty of Economics and Business Administration. University of Oulu
ISBN: 978-951-42-9120-3
ISBN Print: 978-951-42-9119-7
Issue: 29
Copyright information: © University of Oulu, 2009. This publication is copyrighted. You may download, display and print it for your own personal use. Commercial use is prohibited.