In current fast changing reality managers and heads of companies have to face new challenges and difficulties, for making fast decisions, and improving their competitive positions. Social media is entered this business life becoming an important source of communication and information, making the market even more turbulent and sensitive respect to the past, but also creating new opportunities. This new reality of the business is forcing to answer these calls, leading enterprises to implement new tools, seeking for new resources of information with the final goal to reach a competitive advantage through Social media. At the academic level this “explosion” of Social media has been studied by marketing and innovation scholars, while it has been almost neglected management control and performance management researches, notwithstanding the great potential of the Big Data stemming from social media. In this context our research aims at exploring the role of social media in Management Control System (MCS) addressing specifically these questions: how the social media could be included in MCS and what are the most efficient ways for such implementation? For which departments social media could provide the most important contribution to the control cycle? What are the current and perspective uses of the social media for management purposes? What are the main benefits and difficulties of using social media in MCS? Empirically this research project adopted a two-level methodology developing a multi case study and an action research experimentation. This later was chosen as the most appropriate method to develop an innovative approach in the management control systems that should bring improvements into the system itself (confirmed by the use of this approach on the visible and reliable study) and follow ultimate trends in business, benefiting from the progress of the information technologies.
Nella realtà attuale, in continuo mutamento, i manager e la componente direttiva delle società devono far fronte, nel prendere decisioni rapide e per aumentare la loro competitività, a nuove sfide e difficoltà. I social media hanno debuttato all’interno di questa realtà di mercato diventando un importante mezzo di comunicazione e di condivisione di informazioni, rendendo il mercato più sensibile e turbolento rispetto al passato, ma creando anche nuove opportunità. Questa nuova realtà del mondo dell’impresa porta a dover rispondere a queste nuove richieste, conducendo le aziende a sviluppare nuovi strumenti per cercare nuove risorse di informazioni con l’obiettivo finale di ottenere una posizione di vantaggio attraverso i social media. A livello accademico questa “esplosione” dei social media è stata studiata da studenti di Marketing e Innovation, mentre è stata trascurata dai ricercatori di Management Control e Performance Management, non intuendo il grande potenziale insito nei Social Media. In questo contesto la nostra ricerca vuole porsi come obiettivo l’identificazione del ruolo dei Social Media nel Management Control System (MCS), rispondendo specificamente a questi quesiti: come i Social Media possono essere integrati in MCS e quale può essere il percorso più semplice per questa integrazione? Per quali rami aziendali i Social Media possono dare il maggior contributo alla catena di controllo? Quali sono gli usi attuali e futuri dei social media nell’ambito del management? Quali i maggiori vantaggi e quali le difficolta nell’utilizzo dei Social Media in MCS? In concreto il progetto di ricerca ha adottato una metodologia a due livelli, sviluppando un Multi Case Study e una sperimentazione attraverso Action Research. Questa è poi stata scelta come la metodologia più appropriata per sviluppare un approccio innovativo in MCS che potrà portare miglioramenti nel sistema stesso ( ciò è confermato dall’uso di questa metodologia in uno studio visibile e attendibile) e seguendo gli ultimi business trend beneficiare del progresso delle tecniche informatiche.
Management control systems & social media : towards a new framework
RADAELLI, JACOPO;SIDOROVA, YULIA
2011/2012
Abstract
In current fast changing reality managers and heads of companies have to face new challenges and difficulties, for making fast decisions, and improving their competitive positions. Social media is entered this business life becoming an important source of communication and information, making the market even more turbulent and sensitive respect to the past, but also creating new opportunities. This new reality of the business is forcing to answer these calls, leading enterprises to implement new tools, seeking for new resources of information with the final goal to reach a competitive advantage through Social media. At the academic level this “explosion” of Social media has been studied by marketing and innovation scholars, while it has been almost neglected management control and performance management researches, notwithstanding the great potential of the Big Data stemming from social media. In this context our research aims at exploring the role of social media in Management Control System (MCS) addressing specifically these questions: how the social media could be included in MCS and what are the most efficient ways for such implementation? For which departments social media could provide the most important contribution to the control cycle? What are the current and perspective uses of the social media for management purposes? What are the main benefits and difficulties of using social media in MCS? Empirically this research project adopted a two-level methodology developing a multi case study and an action research experimentation. This later was chosen as the most appropriate method to develop an innovative approach in the management control systems that should bring improvements into the system itself (confirmed by the use of this approach on the visible and reliable study) and follow ultimate trends in business, benefiting from the progress of the information technologies.File | Dimensione | Formato | |
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Thesis_RadaelliSidorova.pdf
Open Access dal 29/11/2013
Descrizione: Thesis text
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https://hdl.handle.net/10589/71990