Net Gain: Expanding Markets Through Virtual Communities

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Harvard Business School Press, 1997 - Business & Economics - 235 pages
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From the offerings of commercial on-line services like the Motley Fool investment community to Internet communities of book lovers who gather a, Net Gain offers real-world scenarios and lessons for building value and creating competitive advantage. The authors - on the cutting edge of the on-line economy as leaders of McKinsey & Company's multimedia practiceexplain why some ventures - like Apple's on-line service, e-World - failed and why the Walt Disney Company cannot afford not to organize an on-line community that targets children. They suggest that to compete in the on-line economy, you must establish an entirely new organizational mindset toward product development, marketing, customer service, and distribution and rethink your company's relationships to customers, suppliers, and competitors.

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Net gain: expanding markets through virtual communities

User Review  - Not Available - Book Verdict

According to Hagel and Armstrong, both with the multimedia firm McKindey & Company, virtual communities are the marketplaces of the future. Representing more than a physical place on the Internet ... Read full review

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User Review  - sdashiell - LibraryThing

The importance of communities and emerging networks of customers in today's global network economy. Read full review

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About the author (1997)

John Hagel III is a principal at the Silicon Valley office of McKinsey & Company, Inc., and a leader of the firm's Interactive Multimedia Practice. His work is primarily with clients in the electronics, telecommunications, and media industries, with a focus on strategic management and performance improvement. Prior to joining McKinsey, he served as senior vice president for strategic planning at Atari; as president of Sequoia Group, a systems house selling turnkey computer systems to physicians; and as a consultant with the Boston Consulting Group. Mr. Hagel is the author of a number of legal and business books and articles. His most recent piece, written with Harvard Business School professor Jeffrey F. Rayport, was "The Coming Battle for Customer Information," which appeared in the January/February 1997 issue of the Harvard Business Review.

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