The Second Law of Engaging a Community: Collaboration

Chuck Brymer

Chapter Chapter 6 in The Nature of Marketing, 2009, pp 91-110 from Palgrave Macmillan

Abstract: Abstract How would you characterize your own social life? In fact, how would you compare the community of people you know to the one your parents know – or your children? The drive to form communities is as old as civilization. For many centuries, we shared information and fellowship in places like the English pub, the American town square, and the Chinese teahouse. Back then, we socialized in groups. But fast-forward to a twentieth century with electricity, suburbia, and mass media, and society had slowly turned into a herd. A typical situation comedy from the 1960s showed families cocooned in their homes, or perhaps playing canasta with their next-door neighbors. Above all, we gathered around the television set instead of seeking entertainment and intellectual stimulation in each other.

Keywords: Business Model; Social Networking Site; Collective Intelligence; Brand Community; Digital Music (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-22723-1_6

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DOI: 10.1057/9780230227231_6

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