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.
