Establishing Online Communities - Only trial & error?
ISBN
978-952-265-243-0
Type
conference paper
Date Issued
2012-06-17
Author(s)
Editor(s)
Huizingh, K.R.E.
Conn, S.
Torkkeli, M.
Bitran, I.
Research Team
iw6-init
Abstract
More and more firms make use of virtual communities to interact with customers, particularly in the light of open innovation. Although companies invest enormous effort in developing virtual communities just a minority of these succeed. That means that firms were either unable to recruit the critical mass of users or to motivate users to publish and discuss generated content on the platform. Looking at the literature there are several models explaining the systematic development of virtual communities. Nevertheless, there is a lack in terms of the establishment of communities. Thus, we aim at taking a closer look at a few success stories in this field. We conducted several qualitative expert interviews with platform developers of these examples. The results show that the interviewed experts use a generic approach, which is based on practical experiences. Using these insights platform developers can design a more systematic approach to establish communities.
Language
English
Keywords
Online Communities
Introduction Model
Virtual Communities
Platform Developers
CCC
HSG Classification
not classified
Refereed
Yes
Book title
Proceedings of the XXIII ISPIM Conference. Action for Innovation: Innovating from Experience
Publisher
ISPIM International Society for Professional Innovation Management Ltd
Publisher place
Manchester
Event Title
XXIII ISPIM International Society for Professional Innovation Management Conference
Event Location
Barcelona
Event Date
17.-20.06.2012
Subject(s)
Division(s)
Eprints ID
219789
File(s)![Thumbnail Image]()
Name
JML_358.pdf
Size
464.61 KB
Format
Adobe PDF
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