Channelling strategic value of online customers’ communities
Joachim, Marie; Abdalla Mikhaeil, Christine (2018), Channelling strategic value of online customers’ communities, Strategic Management Society 38th Annual Conference, 2018-09, Paris, France
Type
Communication / ConférenceDate
2018Conference title
Strategic Management Society 38th Annual ConferenceConference date
2018-09Conference city
ParisConference country
FranceMetadata
Show full item recordAuthor(s)
Joachim, MarieDauphine Recherches en Management [DRM]
Abdalla Mikhaeil, Christine
Dauphine Recherches en Management [DRM]
Abstract (EN)
The emergence of online communities (OCs) with new technologies provides new opportunities for firms to create and capture economic value. Integrating OCs within a firm’s value system directly entails important change in the design of interactions with customers. Addressing a group of intertwined customers can be an asset for firms,turning their strategic focus to the demand-side. Based on three case studies we highlight the underlying mechanisms underpinning OCs’integration in corporate strategies. As a way of creating more value and leveraging this value to enhance firms’ performance we contribute to the literature by explaining how online communities can be an importantasset for strategic management.Subjects / Keywords
online communities; customers interactions; strategic managementRelated items
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