Getting customers is one of the most critical challenges for business-sponsored virtual communities. This informative article describes the efforts that managers can undertake to cultivate and sustain customer participation by means of a firm-sponsored virtual community.
A patron must understand consumer needs and motivations, encourage member involvement, and motivate members to collaborate by making them feel empowered and embedded. In evaluating and communicating the benefits of engagement, managers should consider three interlocking sources of contribution worth, namely, participatory value, relational value, and financial worth.
PUBLICATION DATE: August 10, 2011 PRODUCT #: CMR489-PDF-ENG
This is just an excerpt. This case is about INNOVATION & ENTREPRENEURSHIP
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