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Please use this identifier to cite or link to this item:
http://hdl.handle.net/10016/13187
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| Title: | Community-focused strategies |
| Author(s): | Fosfuri, Andrea [fosfuri]
Giarratana, Marco S. [mgiarrat]
Roca, Esther [eroca] |
| Publisher: | Sage |
| Issued date: | 2010 |
| Citation: | Strategic Organization, 2011, v. 9, nº 3, pp. 222-239 |
| URI: | http://hdl.handle.net/10016/13187 |
| ISSN: | 1476-1270 |
| DOI: | http://dx.doi.org/10.1177/1476127011415248 |
| Abstract: | This article introduces the notion of community-focused strategies to refer to the set of actions, activities and policies that firms undertake to establish connections or relational links with one or more target communities of (potential) customers. Drawing on social identity theory and strategy research, this study begins with a proposed taxonomy of different community-focused strategies. Then it illustrates how such strategies contribute to the creation of competitive advantage and explores their boundary conditions. Finally, the authors offer implications for theory development and practice, as well as suggestions for further research. |
| Sponsor: | Financial support from the Ministry of Science and Innovation (ECO2009-08308; ECO2010-09184-E) |
| Publisher version: | http://soq.sagepub.com/content/9/3/222 |
| Keywords: | Communities
Competitive advantage
Firm strategies
Identity |
| Rights: | ©Sage |
| Appears in Collections: | Economists Online
DEE - Artículos de Revistas
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