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Customer involvement through online communities
Jönköping University, Jönköping International Business School, JIBS, Marketing and Logistics.
Jönköping University, Jönköping International Business School, JIBS, Marketing and Logistics.
2013 (English)In: Consumer Information Systems and Relationship Management: Design, Implementation and Use / [ed] Angela Lin, Jonathan Foster and Paul Scifleet, Hershey, Pa.: IGI Global , 2013, 92-109 p.Chapter in book (Other academic)
Abstract [en]

Development of new online collaborative technologies provides businesses with new opportunities to interact with customers and get them involved more actively in product or service development processes. Different types of online communities provide access to global customers: their ideas and opinions. This chapter presents a review of three types of online communities which might be valuable for businesses, namely marketing activities and new product development. Online communities can assist companies in benefitting from the “wisdom of crowds”, creating customer-oriented image, boosting product portfolio with new ideas and handling negative online publicity. While some types of communities are more effective for solving sharply defined tasks, others can help with creative views due to members’ ability to think “outside of the box”.

Place, publisher, year, edition, pages
Hershey, Pa.: IGI Global , 2013. 92-109 p.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-13491DOI: 10.4018/978-1-4666-4082-5.ch006Scopus ID: 2-s2.0-84944214440ISBN: 9781466640825 (print)ISBN: 9781466640832 (electronic)OAI: oai:DiVA.org:hj-13491DiVA: diva2:357020
Available from: 2010-10-14 Created: 2010-10-14 Last updated: 2016-02-02Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
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