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Theadless E-Marketing Initiative Presentation
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4. Community Types of Virtual Community High self-centrality of consumption activity Insider Devotee Weak social ties to community Strong social ties to community Mingler Tourists Kozinets, R. V. 1999. E-tribalized marketing?: the strategic implications of virtual communities of consumption. European Management Journal, 17(3), pp. 252-264 Low self-centrality of consumption activity
8. Trialogue Customer as a partner Degree of customisation Community What can companies learn?
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10. Interact (IDIC)Nambisan, S. 2002. Designing Virtual Customer Environments for New Product Development" Toward a Theory. Academy of Management Review, 27 (3) pp. 392-413
18. References Kozinets, R. V. 1999. E-tribalized marketing?: the strategic implications of virtual communities of consumption. European Management Journal, 17(3), pp. 252-264 Nambisan, S. 2002. DEsigning Virtual Customer Environments for New Product Development" Toward a Theory. Academy of Management Review, 27 (3) pp. 392-413 Threadless, 2010. Threadless. [Online] Available at: www.threadless.com [Accessed 2 March 2010].
![HUH?? Threadless? Community based online t-shirt store Members submit t-shirt designs online each week to be voted by the community The most popular 4 picked for production ,[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)