Sense, seize, reconfigure : online communities as strategic assets

Creators: Wagner, David and Wenzel, Matthias and Wagner, Heinz-Theo and Koch, Jochen
Title: Sense, seize, reconfigure : online communities as strategic assets
Item Type: Article
Projects: CROSS
Journal or Publication Title: Journal of Business Strategy
Page Range: pp. 27-34
Date: 2017
Divisions: Informationsmanagement
Abstract: Purpose: The purpose of this paper is to explore and illustrate how organizations may use online communities strategically in order to adapt to a changing business environment, specifically from a dynamic capabilities perspective. Design/methodology/approach: The paper presents empirical evidence from three cases. Findings: Online communities may help organizations to adapt to a changing business environment by allowing them to sense opportunities and threats, seize opportunities, and reconfigure organizational assets. Research implications: The paper contributes to both the strategy and the information systems literatures by providing empirical insights into the strategic use of online communities. Practical implications: The results of the paper are relevant for managers, helping them to understand the strategic role online communities (may) play and illustrating ways to employ them accordingly. Originality/value: The paper closes a previously defined gap in the literature and provides novel empirical evidence. As online communities become integral parts of digital strategy and open innovation initiatives, the paper is both timely and relevant.
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Citation:

Wagner, David and Wenzel, Matthias and Wagner, Heinz-Theo and Koch, Jochen (2017) Sense, seize, reconfigure : online communities as strategic assets. Journal of Business Strategy, 38 (4). pp. 27-34. ISSN 0275-6668

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