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Channelling strategic value of online customers’ communities

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Date
2018
Dewey
Prospective, stratégie, intelligence économique
Sujet
online communities; customers interactions; strategic management
JEL code
D.D1.D12; O.O3.O33; L.L1.L14
Conference name
Strategic Management Society 38th Annual Conference
Conference date
09-2018
Conference city
Paris
Conference country
France
URI
https://basepub.dauphine.fr/handle/123456789/18283
Collections
  • DRM : Publications
Metadata
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Author
Joachim, Marie
1032 Dauphine Recherches en Management [DRM]
Abdalla Mikhaeil, Christine
1032 Dauphine Recherches en Management [DRM]
Type
Communication / Conférence
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.

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