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How Finnair Socialized Customers for Service Co-Creation with Social Media

April 28, 2015 @ 10:00 am - 11:00 am

Location: CA110 (SAC Room), Cairnes Building, NUI Galway Galway Ireland

Speaker(s): Professor Virpi Kristiina Tuunainen

Affiliation: Aalto University, Finland

Organised by: Dr Kieran Conboy

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Jarvenpaa, S. L., & Tuunainen, V. K. (2013). How Finnair socialized customers for service co-creation with social media. MIS Quarterly Executive, 12(3), 125-36.

Firms are increasingly using social media to establish online communities where customers and other community members co-create new solutions.  This study describes how  Finland¹s national airline, Finnair, succeeded in co-creating  service ideas by using a variety of social media technologies and “socialization tactics” to help ensure that community  members identified with the company¹s image and engaged in dialogs that were aligned with both company and  customer needs.


About the speaker

Virpi Kristiina Tuunainen is professor of information systems science at the Department of Information and Service Economy of Aalto University School of Business, and director of Aalto University Service Factory. She has been a visiting professor/researcher in University of Hong Kong, University of Texas at Austin (USA), Erasmus University Rotterdam (the Netherlands), University of Auckland (New Zealand), Roskilde University (Denmark) and Copenhagen Business School (Denmark). Her current research focuses on ICT enabled or enhanced services, customer and community digital innovation, and creative use of ICT.  Her work has appeared in journals such as MIS Quarterly, Communications of the ACM, Journal of Management Information Systems, Journal of Strategic Information Systems, Information & Management and MISQ Executive, and in conferences such as ICIS, HICSS and ECIS. She is the current VP of Publications of the AIS,  and the past Chair of AIS SIG Services. She currently serves as senior associate editor for European Journal of Information Systems, as a member of the editorial boards for The Journal of Strategic Information Systems and Electronic Markets – The International Journal of Electronic Commerce and Business Media, and as a member of the editorial advisory board for Information Systems Journal.