A Qualitative Descriptive Multiple-case study: Fortune 500 Leaders' Social Business Platform Adoption

A Qualitative Descriptive Multiple-case study: Fortune 500 Leaders' Social Business Platform Adoption

Author: 
Matthew R. Goodwin
Program of study: 
D.M./IST
Abstract: 
The social business platform industry is in its infancy, but impacting business in a positive way. However, there is a lack of information regarding Fortune 500 leadership adoption of social business platforms. Little empirical research is available to help understand Fortune 500 leadership adoption of the new technology. This qualitative descriptive multiple-case study addressed literature gaps involving Fortune 500 leadership adoption of social business platforms based on lived characteristics in technology use, generational differences, social business platform industry understanding, communication challenges, and leadership styles that lead to adoption. The knowledge developed within the literature helped explore lived characteristics of Fortune 500 leaders who adopt and resist social business platforms to determine what may cause a leader to adopt the platforms. The resolve of the qualitative descriptive multiple-case study was to analyze Fortune 500 leaders’ perspectives of technology use, generational differences, social business platform industry understanding, communication challenges, and leadership styles to identify why a Fortune 500 leader may choose to adopt social business platforms. Data analysis was conducted using the NVivo 10 software, which allowed the discovery of patterns to complete the final analysis and theme development.
Dedication: 
I dedicate this dissertation to my true love, Gabryel. Without such a great son, I would not be the man I am today. I owe him my personal, professional, and scholarly development. He has taught me to persevere through good times and bad. Regardless of feelings, wake up, smile, and push through to achieve. Thank you for being my rock. Thank you for not begging for more time. Thank you for your patience. Thank you for listening. I love you, son. You are everything to me. I would also like to dedicate this dissertation to my parents and brothers. Their inspiration over the years, in good and bad times, has helped me reach my fullest potential. With their years of wisdom and the wind beneath my winds, I will continue to soar like and eagle into the unknown. Thank you for giving me life and the opportunity to prosper, mom and dad. Thank you for giving me two ways to learn, Mike and Thom. The last group is the Fab Five, including Lois, Fepi, David, and Terresa. Your support over the past four years has kept the flame alive and strong. We will continue to prosper and graduate on to bigger and better opportunities. Thank you!
Acknowledgements: 
First and foremost, I would like to thank my mother and father, Mary and David, for all their love and support in everything I have done and will do. From my mother pushing me to become an Eagle Scout and collector of many things to my father’s love for creative thinking, music, and the outdoors, I would never have made it to the point I am without them. I would also like to thank my committee chair, Matthew Gonzalez, PhD, for sticking with me through the entire process. His encouragement and support pushed me to think outside of the box. I would also like to thank my committee members, Meg Garberina, Ph.D. and William Thallemer, Ph.D., for their immediate attention when I needed assistance in my final hours. I appreciate all of their advice, direction, and dedication to my completion. To my friends, Ryan and Steven, thank you for being great friends through the past two decades. To all my friends and colleagues from Full Sail University, University of Phoenix, and personal mentors, thank you for pushing me forward. Let us ride the wave of success together. You have a dedicated friend in me.