Customer Integration with Virtual Communities - Case study: The online community of the largest regional newspaper in Austria
36th Annual Hawaii International Conference on System Sciences, 2003. Proceedings of the (2003)
Big Island, Hawaii
Jan. 6, 2003 to Jan. 9, 2003
Reinhard Franz , evolaris eBusiness Competence Center
Thomas Wolkinger , evolaris eBusiness Competence Center
Virtual communities were promoted as "the" business model in eBusiness. Nowadays only a few communities are economically successful. Although revenues expected trough advertising or subscriptions are low, communities are still a perfect place to "listen to the costumer". By integrating community members into market re-search and product development activities companies can get efficient support to improve products for more customer satisfaction as well as to identify new sources of revenue. The case study of "Kleine Zeitung Online" provides a good example of how new ideas and streams of revenue can be generated by listening to the community. Findings show that community members and especially the identified lead users are very willing to provide the necessary information to develop new products for their community, which leads also to new revenue possibilities.
R. Franz and T. Wolkinger, "Customer Integration with Virtual Communities - Case study: The online community of the largest regional newspaper in Austria," 36th Annual Hawaii International Conference on System Sciences, 2003. Proceedings of the(HICSS), Big Island, Hawaii, 2003, pp. 214c.