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Träfflista för sökning "AMNE:(SOCIAL SCIENCES Business and economics) ;srt2:(2010-2011);lar1:(lnu);srt2:(2011);pers:(Sasinovskaya Olga)"

Search: AMNE:(SOCIAL SCIENCES Business and economics) > (2010-2011) > Linnaeus University > (2011) > Sasinovskaya Olga

  • Result 1-2 of 2
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1.
  • Sasinovskaya, Olga, et al. (author)
  • Customer involvement through online communities
  • 2011
  • In: Consumer Information Systems and Relationship Management. - : IGI Global. - 9781466640825 - 1466640820 ; , s. 92-109
  • Book chapter (other academic/artistic)abstract
    • Development of new online collaborative technologies provides businesses with new opportunities to interact with customers and get them involved more actively in product or service development processes. Different types of online communities provide access to global customers: their ideas and opinions. This chapter presents a review of three types of online communities which might be valuable for businesses, namely marketing activities and new product development. Online communities can assist companies in benefitting from the “wisdom of crowds”, creating customer-oriented image, boosting product portfolio with new ideas and handling negative online publicity. While some types of communities are more effective for solving sharply defined tasks, others can help with creative views due to members’ ability to think “outside of the box”.
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2.
  • Sasinovskaya, Olga, et al. (author)
  • From brand awareness to online co-design : How a small bathroom provider turned interactive on the web
  • 2011
  • In: Journal of Brand Management. - : Springer Science and Business Media LLC. - 1350-231X .- 1479-1803. ; 19:1, s. 33-44
  • Journal article (peer-reviewed)abstract
    • The role of virtual communities in marketing development and brand management is gaining growing attention both from scholars and practitioners. Small and medium enterprises (SMEs[1]) often lack organizational readiness and pre-adoption awareness related to new tools available online. This article presents an in-depth case study on how a small company transforms itself into an interactive platform on the web from merely a provider of online information to help customers participate actively in bathroom design. Online design community hosted by the small bathroom supplier combines social network features and toolkits for 3D bathroom design, attracting both hobbyists and professionals. The study shows that the company benefits from the its move to interactivity with the community perceiving and providing a brand strengthening tool. However, the study also shows relative reluctance on the part of the company towards exploiting the full range of possibilities available online.
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  • Result 1-2 of 2
Type of publication
journal article (1)
book chapter (1)
Type of content
other academic/artistic (1)
peer-reviewed (1)
Author/Editor
Anderson, Helén (2)
Sasinovskaya, Ol... (2)Undo refine
University
Linnaeus University  (2)Undo refine
Jönköping University (1)
Language
English (2)
Research subject (UKÄ/SCB)
Social Sciences (2)
Year
2011 (2)Undo refine

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