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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
* Winning designs are printed and available for purchase online.
* Designers of the winning entries receive 2000$ plus 500$ for every reprint.
Contents
Community
Trialogue
Customer as a partner
Degree of customisation
What can companies learn?
Community
High self-centrality of consumption activity
Weak social ties to
community
Strong social ties
to community
Low self-centrality of consumption activity
Devotee
Tourists
Insider
Mingler
Types of Virtual Community
Kozinets, R. V. 1999. E-tribalized marketing?: the strategic implications of virtual communities of consumption. European Management Journal, 17(3), pp. 252-264
Community
Sizzle
Young, Trendy, Colourful, Interactive
Trialogue
Customer as a partner
Degree of customisation
Community
What can companies learn?
Trialogue
Trialogue
Customer as a partner
Degree of customisation
Community
What can companies learn?
Customer as a Partner
Consumer involvement
Customer = a resource
Customer = a co-creator
Customer = source of market information
Reduce costs of NPD
Save (5 S’s) 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
Customer as a Partner
PromotionStreet team
• Customer as models• Customer as a
promoterWord of Mouth
Trialogue
Customer as a partner
Degree of customisation
Community
What can companies learn?
Degree of Customisation
Identify (IDIC)
Differentiate (IDIC)
Customise(IDIC)
Individual
Mass Customisation
Trialogue
Customer as a partner
Degree of customisation
Community
What can companies learn?
What can companies learn?
Cultivate the
community!
2C
8
Thank you
for your attention
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].
