Grasping the business value of online communities
Grasping the business value of online communities
This paper investigates the definitions, dimensions and classifications of online communities together with their potential to produce value for business. Those value options are then discussed in the context of empirical vignettes showing examples of business models focused on one of two potential benefits coming from online communities – clear financial gains and intangible long-run returns. This paper uses systematic literature review method. In total 67 academic paper in the area of business and management were chosen for the analysis. The literature review shows multitude of online communities definitions and classifications, but hardly any comprehensive attempt to map the phenomena in full. This paper is looking into recognising potential revenue streams from online businesses and other non-financial benefits that can be combined to create strong and sustainable value proposition. Drawing on the literature reviewed a novel categorisation of the commercial opportunities offered by online communities is presented. These opportunities are discussed in a context of business model design.
396-416
Iskoujina, Zilia
0769b1c5-9502-4423-a231-7a772e5f4cd3
Ciesielska, Malgorzata
713e60c7-e3a1-4b1b-9985-ebcdf1fcb1a3
Roberts, Joanne
c49f0cf6-8c79-4826-b7f2-8563d7aa99cf
Li, Feng
e06a32f5-0883-4a8f-a6ba-385a9df3ecfc
2017
Iskoujina, Zilia
0769b1c5-9502-4423-a231-7a772e5f4cd3
Ciesielska, Malgorzata
713e60c7-e3a1-4b1b-9985-ebcdf1fcb1a3
Roberts, Joanne
c49f0cf6-8c79-4826-b7f2-8563d7aa99cf
Li, Feng
e06a32f5-0883-4a8f-a6ba-385a9df3ecfc
Iskoujina, Zilia, Ciesielska, Malgorzata, Roberts, Joanne and Li, Feng
(2017)
Grasping the business value of online communities.
Journal of Organizational Change Management, 30 (3), .
(doi:10.1108/JOCM-02-2016-0023).
Abstract
This paper investigates the definitions, dimensions and classifications of online communities together with their potential to produce value for business. Those value options are then discussed in the context of empirical vignettes showing examples of business models focused on one of two potential benefits coming from online communities – clear financial gains and intangible long-run returns. This paper uses systematic literature review method. In total 67 academic paper in the area of business and management were chosen for the analysis. The literature review shows multitude of online communities definitions and classifications, but hardly any comprehensive attempt to map the phenomena in full. This paper is looking into recognising potential revenue streams from online businesses and other non-financial benefits that can be combined to create strong and sustainable value proposition. Drawing on the literature reviewed a novel categorisation of the commercial opportunities offered by online communities is presented. These opportunities are discussed in a context of business model design.
Text
Ciesielska Roberts Li 2017 Proof.pdf
- Accepted Manuscript
More information
Accepted/In Press date: 4 February 2017
Published date: 2017
Organisations:
Winchester School of Art
Identifiers
Local EPrints ID: 405566
URI: http://eprints.soton.ac.uk/id/eprint/405566
ISSN: 0953-4814
PURE UUID: dec36c19-3f69-4c52-897a-db146f5f5206
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Date deposited: 07 Feb 2017 16:29
Last modified: 16 Mar 2024 04:14
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Contributors
Author:
Zilia Iskoujina
Author:
Malgorzata Ciesielska
Author:
Feng Li
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