Net Gain: Expanding Markets Through Virtual Communities John Hagel III, Arthur G. Armstrong, “Net Gain: Expanding Markets Through Virtual Communities”
Publisher: Harvard Business School Press | 1997 | ISBN 0875847595 | PDF | 235 pages | 1.04 MB
Virtual communities are groups of people who share common interests and needs who come together on-line. Most are drawn by the opportunity to share a sense of community with like-minded strangers-regardless of where they live. But virtual communities are more than just a social phenomena: what starts off being a group drawn together by common interests ends up being a group with a critical mass of purchasing power-based in part on the fact that in communities, members can exchange information with each other on such things as a product’s price and quality.