Publication:
Community-focused strategies

Loading...
Thumbnail Image
Identifiers
Publication date
2010
Defense date
Advisors
Tutors
Journal Title
Journal ISSN
Volume Title
Publisher
Sage
Impact
Google Scholar
Export
Research Projects
Organizational Units
Journal Issue
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.
Description
Keywords
Communities, Competitive advantage, Firm strategies, Identity
Bibliographic citation
Strategic Organization, 2011, v. 9, nº 3, pp. 222-239