“…Therefore, we address the gap in the literature (McAdam et al, 2008;Durmusoglu and Barczak, 2011) regarding the role of social media/Web 2.0 in knowledge sharing and in particular the processes of sense-making and operational decision-making (Revilla and Villena, 2012) during product design. Our results reinforce the view that social media/Web 2.0 enables knowledge sharing and co-design of products with suppliers and customers, reflecting their knowledge into product/service (von Hippel, 1998;Piller et al, 2005;Wadhwa and Saxena, 2007;Nemoto et al, 2015). Finally we add to the debate of the RBV (Durmusoglu and Barczak, 2011;Jin et al, 2014;Menguc et al, 2014) by positing knowledge sharing capabilities, enabled by combining and deploying IT resources with the form of social media/Web 2.0, influence sense-and decision-making during product design.…”