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Management des communautés externes et des équipes internes: vers des frontières flexibles ?

Author

Listed:
  • Marc Diviné

    (IAE Paris - Sorbonne Business School)

  • Julie Stal-Le Cardinal

    (Ecole Centrale Paris)

Abstract

Management of External Communities and Internal Teams: Towards Flexible Frontiers? This research aims to find the common points between customer community management and internal marketing collaboration. It reveals 17 common tools with a sample of large companies, four levels of collaboration linked to the B2B, B2C and high-tech business fields, a threefold internal use and a correlation between both activities. It shows three intentions, and 22 common attitudes, among 76 recommended by the literature. An emerging know-how, the management of frontiers, induces managerial practices and suggests future marketing activities: internal-external integration and absorption of communities.

Suggested Citation

  • Marc Diviné & Julie Stal-Le Cardinal, 2015. "Management des communautés externes et des équipes internes: vers des frontières flexibles ?," Post-Print hal-02310795, HAL.
    • Handle: RePEc:hal:journl:hal-02310795
    DOI: 10.7193/DM.077.85.99
    as

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