RT Journal Article
T1 Community-focused strategies
A1 Fosfuri, Andrea
A1 Giarratana, Marco S.
A1 Roca, Esther
AB 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.
PB Sage
SN 1476-1270
YR 2010
FD 2010
LK http://hdl.handle.net/10016/13187
UL http://hdl.handle.net/10016/13187
LA eng
NO Financial support from the Ministry of Science and Innovation (ECO2009-08308; ECO2010-09184-E)
DS e-Archivo
RD 27 abr. 2024