Creating communities: A way of entering foreign markets in 2022

Bernhard Krah and Andrej Miklošík ()
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Bernhard Krah: Daaden, Germany
Andrej Miklošík: Comenius University in Bratislava, Bratislava, Slovakia

Marketing Science & Inspirations, 2022, vol. 17, issue 1, 38-50

Abstract: For companies, the top priority always lies in selling their products and keeping expanding the market to make them competitive. There are many ways to expand and discover new markets, which companies would be able to sustain long-term. Marketing communication within and outside the company is an important way to achieve this. Communities are the key factor for successful companies because they are the communicative bridge to their (potential) customers and employees. Community building can be one of the approaches of discovering and entering new markets. Until now, most companies have communicated in the direction of the customer, like a monologue. In such an approach to marketing communication, the company talks about its product and advertises it to the customer. In order to not lag behind and remain competitive, companies should change marketing communication to a so-called multilogue. This means that customers and interested parties talk to each other about the product and the company. The company only serves as an initiator of new topics and as a moderator. In this way, a community can be established that builds sustainable relationships between the target group and the company. In contrast to mass media, the internet is particularly well suited for dialogue, but also for multilogue. Communication can take place in all directions: between the provider and the consumer, between the consumer and the provider or directly from one consumer to another. The main aim of this paper is to identify the different approaches and platforms that can lead to success and the obstacles that can arise. In the end, we will present a case study of a young company that implements a similar approach and has been very successful so far, measured in terms of turnover and the number of customers.

Keywords: community; marketing; community building; communication; social media (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2022
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