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Cambridge Service Alliance

At the forefront of service transformation in the digital era
 
A Small-scale Analysis of Health Service Stakeholder Networks: Insights from Social Media

February Paper on 'A Small-scale Analysis of Health Service Stakeholder Networks: Insights from Social Media' by Jessica Wyllie, Benjamin Lucas, Brent Kitchens, Ben Kozary, Mohamed Zaki, and Jamie Carlson

In this monthly paper the authors illustrate how by actively scanning their stakeholder networks, not-forprofit organizations can identify opportunities to enhance marketing effectiveness. Specifically, the authors provide novel insights for marketing managers and social media analysts on how to: (1) implement a feasible, useful and sustainable approach to stakeholder network analysis via social media; (2) identify and target relevant stakeholders for the development of formal and informal reciprocal relationships by leveraging resources to enhance marketing effectiveness; (3) make informed resource allocation decisions to optimize and focus marketing activities towards the most relevant stakeholders and on building formal and informal reciprocal relationships with these stakeholders, and; (4) scan their social media stakeholder networks for connections with large and relevant external audiences. Further, the approaches proposed in this paper are flexible and accessible and can be applied to other not-for-profit and for-profit service contexts. [download paper]

Cambridge Service Alliance

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  • a unique global alliance between leading businesses and universities;
  • bringing together the world's leading firms and academics;
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Bouygues Construction joins the Cambridge Service Alliance

27 May 2021

We are delighted to announce that Bouygues Construction has joined the Cambridge Service Alliance, Institute for Manufacturing (IfM), University of Cambridge as a new industry member alongside our existing partners HCL Technologies , Caterpillar Inc. , Perkins Engines Company Limited and CEMEX . Press release

'Using AI to Track How Customers Feel — In Real Time' published in the Harvard Business Review

13 May 2021

The paper 'Using AI to Track How Customers Feel — In Real Time' by Mohamed Zaki, Janet R. McColl-Kennedy and Andy Neely has been published in Harvard Business Review.

Industry Day 2020 | What we learnt

6 December 2020

What is the future of services in the new pandemic-driven era? This was the topic explored at our 2020 Industry Day by senior executives from L'Oréal, Microsoft Research, Manchester United and start-up, Fairjungle.