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Gestion de la relation avec une communauté virtuelle dans une stratégie de co-création. Quelles leçons tirer du cas Fon.com ?

Author

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  • Julie Leroy

    (Pôle de Recherche - Rouen Business School - Rouen Business School)

Abstract

La co-création marque une nouvelle étape dans la gestion des relations entre l'entreprise et les consommateurs. Elle demande de repenser l'organisation dans son ensemble, le consommateur pouvant intervenir à n'importe quel moment et de n'importe quelle façon dans le processus de création de l'offre. Sur Internet, les communautés virtuelles de consommateurs ont un pouvoir accru et adopter un simple positionnement communautaire ne suffit plus. Au travers du cas de Fon.com, il est étudié ici comment évaluer son processus de co-création au travers du DATR (Dialogue, Accès, Transparence et partage des Risques), et comment s'appuyer sur la communauté pour améliorer sa stratégie de co-création.

Suggested Citation

  • Julie Leroy, 2008. "Gestion de la relation avec une communauté virtuelle dans une stratégie de co-création. Quelles leçons tirer du cas Fon.com ?," Post-Print hal-00565484, HAL.
    • Handle: RePEc:hal:journl:hal-00565484
    as

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    Cited by:

    1. Nathalie Duran, 2016. "Le crowdlending, une opportunité de mission originale pour l'expert comptable ?," Post-Print hal-01651395, HAL.
    2. Nathalie Duran, 2016. "Le crowdlending : une opportunité de mission originale pour l'expert-comptable ?," Post-Print hal-01900572, HAL.
    3. Franck Brillet & Annabelle Hulin & Julie Leroy & Stéphane Bourliataux-Lajoinie, 2011. "E-generation, What’s New?," Post-Print hal-01655515, HAL.
    4. repec:dau:papers:123456789/7968 is not listed on IDEAS

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