Polish Firms' Innovation Capability for Competitiveness via Information Technologies and Social Media Implementation

Abstract

This chapter examines the implementation of Information and Communication Technologies (ICTs) as innovative tools and the use of Social Media (SM) by Polish medium and small sized companies. The chapter aims to present the scope and importance of the use of Information Technology (IT) and SM in the process of companies' functioning and management. Presentation of the results of empirical research is another important aim. Companies' assessment of IT tools and SM's effective use as a prerequisite to improve the company performance is also examined. This is an exploratory study based on a sample of 166 southern Polish firms and it adds to the scant literature on firms' internal IT capabilities to support SM. The paper makes a theoretical and practical contribution in that it brings forth the emerging theme of IT resources that small and medium-sized enterprises adapt to their processes. It further examines the SM use from these firms based on the IT technology they implement as a whole. Managerial implications for marketers are provided since findings illustrate the tendency from small and medium-sized Polish companies not to implement ICTs and SM to a full extent and they could further incorporate SM in the firms' advertising and communication campaigns. Limitations and further research are discussed.