Fosfuri, AndreaGiarratana, Marco S.Roca, Esther2012-02-022012-02-022010Strategic Organization, 2011, v. 9, nº 3, pp. 222-2391476-1270http://hdl.handle.net/10016/13187This 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.application/pdfeng©SageCommunitiesCompetitive advantageFirm strategiesIdentityresearch articleEmpresa10.1177/1476127011415248open access2223239Strategic Organization9