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Customer involvement through online communities
Jönköping University.
Jönköping University.
2011 (English)In: Consumer Information Systems and Relationship Management: Design, Implementation and Use / [ed] Angela Lin and Jonathan Foster, IGI Global, 2011, 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
IGI Global, 2011. 92-109 p.
National Category
Economics and Business
Research subject
Economy
Identifiers
URN: urn:nbn:se:lnu:diva-29811ISBN: 9781466640825 (print)ISBN: 1466640820 (print)OAI: oai:DiVA.org:lnu-29811DiVA: diva2:658544
Available from: 2010-10-14 Created: 2013-10-22 Last updated: 2016-05-30Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf