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Company Managed Virtual Communities In Global Brand Strategy

Author

Listed:
  • Laurent Arnone
  • Olivier Colot
  • Mélanie Croquet
  • Angy Geerts
  • Laetitia Pozniak

Abstract

Nowadays, many international businesses are experimenting with virtual communities of consumers in order to foster relationships between them and their customers. However, analysis of their strategies has rarely been considered in the existing literature. In this framework, our paper aims at providing a better understanding of the creation process and the management of these kinds of communities at an international level. To this aim, in the first part of the article, we propose a typology making it possible to distinguish between three types of international community strategies. After that, we follow a case study research design (DSA) and set the focus on the analysis of the creation process of two virtual communities coordinated by an international brand and implemented in the UK and in France. This allows us to highlight the strategic reflection, the tools and the roles of the people involved in the implementation of a community strategy. These elements are then considered under the lens of international marketing theories.

Suggested Citation

  • Laurent Arnone & Olivier Colot & Mélanie Croquet & Angy Geerts & Laetitia Pozniak, 2010. "Company Managed Virtual Communities In Global Brand Strategy," Global Journal of Business Research, The Institute for Business and Finance Research, vol. 4(2), pages 97-112.
    • Handle: RePEc:ibf:gjbres:v:4:y:2010:i:2:p:97-112
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    References listed on IDEAS

    as
    1. Kozinets, Robert V., 1999. "E-tribalized marketing?: the strategic implications of virtual communities of consumption," European Management Journal, Elsevier, vol. 17(3), pages 252-264, June.
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    Cited by:

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    More about this item

    Keywords

    virtual communities; international strategy; DSA; consumption communities;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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