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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 / Conférence
Date
2018
Conference title
Strategic Management Society 38th Annual Conference
Conference date
2018-09
Conference city
Paris
Conference country
France
Metadata
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Author(s)
Joachim, Marie
Dauphine 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 management
JEL
D12 - Consumer Economics: Empirical Analysis
O33 - Technological Change: Choices and Consequences; Diffusion Processes
L14 - Transactional Relationships; Contracts and Reputation; Networks

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