Management des communautés externes et des équipes internes: vers des frontières flexibles ?

Marc Diviné () and Julie Stal-Le Cardinal ()
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Marc Diviné: IAE Paris - Sorbonne Business School
Julie Stal-Le Cardinal: Ecole Centrale Paris

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Abstract: Management of External Communities and Internal Teams: Towards Flexible Frontiers? This research aims to find the common points between customer community management and internal marketing collaboration. It reveals 17 common tools with a sample of large companies, four levels of collaboration linked to the B2B, B2C and high-tech business fields, a threefold internal use and a correlation between both activities. It shows three intentions, and 22 common attitudes, among 76 recommended by the literature. An emerging know-how, the management of frontiers, induces managerial practices and suggests future marketing activities: internal-external integration and absorption of communities.

Keywords: collaboration; virtual teams; virtual community; community management; équipes virtuelles; communauté virtuelle (search for similar items in EconPapers)
Date: 2015-03
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Published in Décisions Marketing, 2015, 77, pp.85-99. ⟨10.7193/DM.077.85.99⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02310795

DOI: 10.7193/DM.077.85.99

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