Net Gain: Expanding Markets Through Virtual Communities
Harvard Business School Press, 1997 - Business & Economics - 235 pages
From the offerings of commercial on-line services like the Motley Fool investment community to Internet communities of book lovers who gather a Amazon.com, 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 communitiesUser 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
LibraryThing ReviewUser Review - sdashiell - LibraryThing
The importance of communities and emerging networks of customers in today's global network economy. Read full review