![HUH?? Threadless? Community based online t-shirt store Members submit t-shirt designs online each week to be voted by the community The most popular 4 picked for production ,[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Theadless E-Marketing Initiative Presentation
- 4. Community Types of Virtual Community High self-centrality of consumption activity Insider Devotee Weak social ties to community Strong social ties to community Mingler Tourists Kozinets, R. V. 1999. E-tribalized marketing?: the strategic implications of virtual communities of consumption. European Management Journal, 17(3), pp. 252-264 Low self-centrality of consumption activity
- 5. Community Sizzle Young, Trendy,Colourful,Interactive
- 6. Community Trialogue Customer as a partner Degree of customisation What can companies learn?
- 7. Trialogue
- 8. Trialogue Customer as a partner Degree of customisation Community What can companies learn?
- 10. Interact (IDIC)Nambisan, S. 2002. Designing Virtual Customer Environments for New Product Development" Toward a Theory. Academy of Management Review, 27 (3) pp. 392-413
- 12. Customer as a promoterWord of Mouth
- 13. Community Trialogue Customer as a partner Degree of customisation What can companies learn?
- 14. Degree of Customisation Differentiate (IDIC) Identify (IDIC) Customise (IDIC) Individual Mass Customisation
- 15. Community Trialogue Customer as a partner Degree of customisation What can companies learn?
- 16. What can companies learn? Cultivate the community!
- 17. Thankyou foryourattention C 8 2
- 18. References Kozinets, R. V. 1999. E-tribalized marketing?: the strategic implications of virtual communities of consumption. European Management Journal, 17(3), pp. 252-264 Nambisan, S. 2002. DEsigning Virtual Customer Environments for New Product Development" Toward a Theory. Academy of Management Review, 27 (3) pp. 392-413 Threadless, 2010. Threadless. [Online] Available at: www.threadless.com [Accessed 2 March 2010].