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Designing Community into an E-Marketplace

In: Electronic Markets

Author

Listed:
  • Rosemary Stockdale

Abstract

An enterprise of the future is predicted to be one that has an understanding of the need to create and transfer value within and across social networks (Murray & Greenes, 2006). Hagel & Armstrong (1997) were early advocates of including a community element into online businesses and the development of social networks has been an ongoing facet of the growth of the internet and the development of e-business. Building social capital through the development of an online community within a business context is seen as a wise strategic move by influential bodies such as McKinsey Consulting (Bughin & Hagel, 2000). Business benefits are held to be in the areas of market research, relationship building and branding, while customers gain rather more intangible benefits such as community esteem through knowledge, reciprocal exchange of information and a sense of belonging (Stockdale & Borovicka, 2006).

Suggested Citation

  • Rosemary Stockdale, 2009. "Designing Community into an E-Marketplace," Palgrave Macmillan Books, in: Craig Standing (ed.), Electronic Markets, chapter 10, pages 174-189, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-27423-5_10
    DOI: 10.1057/9780230274235_10
    as

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