AbstractThis article introduces the notion of community-focused strategies to refer to the set of actions, activities and policies that firms undertake to establish connections or relational links with one or more target communities of (potential) customers. Drawing on social identity theory and strategy research, this study begins with a proposed taxonomy of different community-focused strategies. Then it illustrates how such strategies contribute to the creation of competitive advantage and explores their boundary conditions. Finally, the authors offer implications for theory development and practice, as well as suggestions for further research.
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Bibliographic InfoPaper provided by Universidad Carlos III de Madrid in its series Open Access publications from Universidad Carlos III de Madrid with number info:hdl:10016/13187.
Length: 241 p.
Date of creation: 2010
Date of revision:
Publication status: Published in Strategic Organization (2010) v.v. 9, p.222-239
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Web page: http://www.uc3m.es
Communities; Competitive advantage; Firm strategies; Identity;
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