Net Gain: Expanding Markets Through Virtual Communities

@book{citeulike:1458792, abstract = {{Building relationships with customers has been a buzz phrase in many business circles for years. Now John Hagel and Arthur Armstrong declare that's not enough. They make a strong case that business success in the very near future will depend on using the Internet to build not just relationships, but communities. The payoff, they maintain, will be phenomenal customer loyalty and high profits. But, they warn, this race will definitely go to the swift. Here's a cyberspace book that could make your business future. Not everyone agrees with Hagel and Armstrong, but with stakes so high they deserves a serious reading.} {Net Gain identifies where the next level of value lies on the Internet and lays out the first economic model to quantify the revenue potential and the investment required to build a successful virtual community. From the offerings of commercial online services such as the Motley Fool Investment group to Internet communities of book lovers, Net Gain offers a multitude of real-world scenarios and lessons for building value and creating competitive edge. The authors clearly show that in order to compete in the online economy, you must establish an entirely new approach to product development, marketing, customer service, and distribution, and rethink your company's relationships to customers, suppliers, and competitors. And they show you how to do it.} {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. }}, author = {Hagel, John and Armstrong, Arthur G. }, citeulike-article-id = {1458792}, howpublished = {Hardcover}, isbn = {0875847595}, keywords = {r13}, month = {January}, posted-at = {2007-07-16 11:29:55}, priority = {2}, publisher = {{Harvard Business School Press}}, title = {Net Gain: Expanding Markets Through Virtual Communities}, url = {http://www.amazon.ca/exec/obidos/redirect?tag=citeulike09-20\&path=ASIN/0875847595}, year = {1997} }

TY - BOOK ID - citeulike:1458792 L3 - citeulike-article-id:1458792 TI - Net Gain: Expanding Markets Through Virtual Communities PB - {Harvard Business School Press} SN - 0875847595 N2 - {Building relationships with customers has been a buzz phrase in many business circles for years. Now John Hagel and Arthur Armstrong declare that's not enough. They make a strong case that business success in the very near future will depend on using the Internet to build not just relationships, but communities. The payoff, they maintain, will be phenomenal customer loyalty and high profits. But, they warn, this race will definitely go to the swift. Here's a cyberspace book that could make your business future. Not everyone agrees with Hagel and Armstrong, but with stakes so high they deserves a serious reading.} {Net Gain identifies where the next level of value lies on the Internet and lays out the first economic model to quantify the revenue potential and the investment required to build a successful virtual community. From the offerings of commercial online services such as the Motley Fool Investment group to Internet communities of book lovers, Net Gain offers a multitude of real-world scenarios and lessons for building value and creating competitive edge. The authors clearly show that in order to compete in the online economy, you must establish an entirely new approach to product development, marketing, customer service, and distribution, and rethink your company's relationships to customers, suppliers, and competitors. And they show you how to do it.} {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. } KW - r13 AU - Hagel, John AU - Armstrong, Arthur PY - 1997/01/01/ UR - http://www.amazon.ca/exec/obidos/redirect?tag=citeulike09-20&path=ASIN/0875847595 ER -