Developing marketing capabilities in response to competition under volatility, uncertainty, complexity, and ambiguity of high-tech markets is the constant urge for high-tech firms nowadays. Creation of online collaborative communities can be an efficient tool for high-tech companies to capture, adapt and internalize knowledge and information needed for enhancing their organizational capabilities. The key factor of success in this process is ensuring adult learner's active involvement.

1. Developing High-Tech Marketing
Capabilities through Online
Collaborative Learning
Taras Danko
National Technical University “Kharkiv Polytechnic
Institute”
Kharkiv, Ukraine
EICL Conference | Crimea, Ukraine, October 1-2, 2012

2. Content
• Introduction
• Theory Framework
– Marketing Capabilities
– Continuous improvement of marketing capabilities
– Emergence of online collaborative workspaces
• Research Problem
• Findings: Creation of Collaborative E-
community for Developing High-tech
Marketing Capabilities

3. Objective
• Applying online collaborative learning at
workplace in case of high-tech B2B marketing
Explanatory note: Developing marketing
capabilities of high-tech SMEs is a good area
for applying and testing online collaborative
learning approaches and methods.

4. Theoretical background
• Marketing Capabilities can be viewed as a
combination of knowledge, skills, processes, tools, and
organizational practices that are necessary for
satisfactory performing corresponding marketing
operations according to outlined strategy.
• Improvement of marketing capabilities is achieved
through the collaborative learning effort at the
workplace.
• Businesses are deploying social networks internally to
encourage the sharing of best practice and facilitate
cross-department and overall employee collaboration

5. Research Problem
The process of creating effective collaborative
learning communities in an online
environment is vulnerable to many
circumstances and factors that need further
study (Brindley, Walti, & Blaschke, 2009). In
particular, this is a problem for high-tech SMEs
who lack internal capacity for developing their
marketing capabilities through creating
corporate learning communities.

6. Method
• As the framework for describing the process of creation of online
collaborative community the collaboration management cycle
model is applied (Soller, Martínez Monés, Jermann, &
Muehlenbrock, 2005).
• The target audience of the experiment includes high-tech SMEs and
marketing professional services providers who should be accessed
through open social networks.
• It is widely recognized that an appropriate learning approach for
identifying and enhancing valuable marketing capabilities in VUCA
circumstances is case-based reasoning (Aamodt & Plaza, 1994;
Zaharias, Samiotis, & Poulymenakou, 2001).
• The online workspace for the study purposes was established as a
Facebook page of collaborative community for sharing cases in
high-tech B2B marketing best practices
(https://www.facebook.com/G2GMCC).

7. The Screenshot of Cover and Avatar of
the Created Page
https://www.facebook.com/G2GMCC

8. G2GMCC: Distribution of Cases According to High-tech
B2B Marketing Capabilities Model (28-Sep-12)
Process Area Marketing capabilities # of cases
Intelligence Foresight; Scenarios; Trend watch; Client collaboration;
Marketing research; Client business analysis; Market canvas;
Competitive benchmarking
3
Planning Business model; Strategy; Brand; Product; Value proposition &
pricing; Customer service; Touch points
12
Creative
Production
Design; Video; Photo; Print; Content; Web solutions; Blogging;
Gifts, souvenirs, promotional items
13
Marketing
Campaign
Tradeshows; Web/SEO/Social media; Conferences/RTs; Events,
roadshow, experiential marketing; Gamification; Traditional
media; PR; Sales promotion; Leads nurturing; Sales & CRM;
Partnering with complementary businesses; Customer T&D;
SRM; Post-sales engagement
18
Supply Chain
Management
Agile chains; Channel programs (incl. market development
initiatives)
1
Marketing
Management
Market orientation; Revenue model; Marketing KPI; Business
processes; Organizing; Coordination of R&D, marketing and
production; SCRUM; Learning; HRM; MAS
13

9. The collaboration management cycle
Phase 1: Collect interaction data
Phase 2: Construct a model of interaction
Phase 3: Compare the current state of
interaction to the desired state
Phase 4: Advise/ guide the interaction

10. Geography of page fans
• Ukraine – 27 fans
• USA – 4
• United Kingdom – 3
• Germany – 2
• Romania – 1
• Israel – 1
• Slovakia – 1
• Italy – 1
• Russia – 1
• Slovenia – 1

11. DEMOGRAPHICS OF G2GMCC PAGE FANS
Age group Female Male
13 – 17 0% 0%%
18 – 24 11,9% 7,1%
25 – 34 16,7% 14,3%
35 – 44 7,1% 19%
45 – 54 4,8% 7,1%
55 – 64 0 2,4%
65+ 2,4% 2,4%

12. COMPARISON OF THE CURRENT STATE OF
INTERACTION TO THE DESIRED STATE
Variable Current State Desired State
TAT 10 >100
Multinationality, % of fans
from the same country
64% (Ukraine) 20%<
Percentage of interactions
generated by primary
audience, %
15% >60%
Best virality, % 6% >10%
Capability enhancement
interactions per month
3 >30
Total interactions per 28 days 42 300

13. The final phase recommendations
• focus on communicating to the primary audiences of the
advantages of case-based learning for high-tech b2b marketing
capabilities development;
• provide more practical examples of marketing capabilities
development;
• annotate the case properly: describe the situation in the
question form, solution, emphasize the key points of difference;
• abide common Facebook moderation and audience building tips;
• suggest incentives for the organizations where primary audience
work;
• adopt agility in collaborative lifecycle management by
monitoring the results of the remedial actions and acting on
them.

14. Conclusions
• The process of creating effective collaborative
online community does not have enough
theoretical background.
• Moreover, the suggested application of case-
based learning method for online collaboration in
marketing capabilities development needs
further elaboration.
• Further research will be focused on finding the
major drivers for achieving effective marketing
capabilities development through online social
collaboration.