Metcalfe's law and operational, analytical and collaborative CRM-using online business communities for co-creation

摘要

Business Online Communities are fast becoming excellent tools for operational and collaborative Customer Relationship Management (CRM) with co-creation soon gaining pace as a strategic outcome of Collaborative CRM. This research article aims at analyzing the determinants of Individual Network Value (INV), further goes on to develop a framework for calculating Community Network Value and subsequently, empirically identifies individuals who have high INV. By segmenting the consumers, the research study discusses how organizations can identify consumer co-creators. The community value of a network is of great importance to organizations, especially from the CRM, Marketing and Customer Experience standpoint. The study segments consumers using hierarchical cluster analysis into groups to identify consumer co-creators. Greater participation in an online community, backed by greater commitment, online trust and loyalty towards an organization are individual traits that are useful to companies for identifying consumer co-creators for new product development, sharing innovative ideas and consumer evangelism.