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Viral Marketing on Facebook for a New Open Innovation Platform

Catharina van Delden and Nancy Wünderlich

in Leading Open Innovation

Published in print:
2013
Published Online:
August 2013
ISBN:
9780262018494
eISBN:
9780262312455
Item type:
chapter
Publisher:
The MIT Press
DOI:
10.7551/mitpress/9780262018494.003.0286
Subject:
Business and Management, Knowledge Management

This chapter examines the use of social media for open innovation and describes a project involving viral marketing on the social networking site Facebook. It proposes guidelines for organizations ... More


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