Virtual Customer Communities: An Innovative Case from the Media Industry

  • Miia Kosonen
  • Hanna-Kaisa Ellonen
Part of the IFIP — The International Federation for Information Processing book series (IFIPAICT, volume 243)


Online communication technologies enhance the ability of firms to engage in on-going dialogue with their customers and leverage valuable knowledge. However, there is little formal research on virtual customer communities. The aim of this paper is to offer new insights of the different customer roles and business benefits of virtual customer community-based collaboration in product development. We present a case study from the media industry, and demonstrate how the roles and interactions have been integrated into a novel form of a virtual customer community, supporting continuous product development with a large base of paying customers.


Product Development Online Community Virtual Community Collaborative Network Customer Participation 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© IFIP International Federation for Information Processing 2007

Authors and Affiliations

  • Miia Kosonen
    • 1
  • Hanna-Kaisa Ellonen
    • 1
  1. 1.School of BusinessLappeenranta University of TechnologyFinland

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