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The Expanding Markets in Social Networking Community Resource

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 potentialthe 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 processesproduct development, brand identity, customer service, advertising and marketing, merchandising, and channel managementand the organizations relationships to their customers, suppliers, and competitors.

Website: http://harvardbusinessonline.hbsp.harvard.edu/b01/en/common/item_detail.jhtml?id=7595