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Net Gain: Expanding Markets Through Virtual Communities



Author: Hagel, John

Publisher: Harvard Business School Press

Format: Microsoft LIT

Content Language: English

eBook ISBN: 9781578515271

Print ISBN: 9780875847597

Size: 661 KB

Publication Date: 1997-03-24

Category:
Business & Economics > Marketing > General

Compatible Software:
Microsoft ReaderMicrosoft Reader

Territorial Restrictions:
Available Worldwide

Digital Rights:
Encryption: Microsoft DRM (Sharing not Allowed)
Max Downloads: 4

$19.46

Net Gain: Expanding Markets Through Virtual Communities
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DESCRIPTION
Hagel and Armstrong argue that a new business model is emerging in cyberspace, constructed around the notion of "electronic communities" whose value lies in their aggregation potential--the ability to recognize, configure, and collect seemingly disparate groups into communities with particular commercial and collaborative interests. Not only do these electronic communities constitute a new way to structure the profusion of information that characterizes the Internet, but they force organizations to rethink their approaches to a whole host of business processes--product development, brand identity, customer service, advertising and marketing, merchandising, and channel management--and the organizations' relationships to their customers, suppliers, and competitors.


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