|The Best of Online Shopping||John Hagel III and
Arthur G. Armstrong
Harvard Business School Press
256 pages, hardcover
The authors argue that online communities go through four phases:
They see building virtual communities as a business, and show how to manage the growth of a community, encouraging spontaneous expansion, while focusing on aspects that create value for your company. They show how to pitch a senior manager with a plan for getting into the business, but point out that marketing and sales folks will also have to rethink what they do, to make this startup a success.
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