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Firm-hosted online brand communities and new product success

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Firm-hosted online brand communities and new product success. / Gruner, Richard L.; Homburg, Christian; Lukas, Bryan A.
In: Journal of the Academy of Marketing Science, Vol. 42, No. 1, 01.2014, p. 29-48.

Research output: Contribution to Journal/Magazine › Journal article › peer-review

Harvard

Gruner, RL, Homburg, C & Lukas, BA 2014, 'Firm-hosted online brand communities and new product success', Journal of the Academy of Marketing Science, vol. 42, no. 1, pp. 29-48. https://doi.org/10.1007/s11747-013-0334-9

APA

Gruner, R. L., Homburg, C., & Lukas, B. A. (2014). Firm-hosted online brand communities and new product success. Journal of the Academy of Marketing Science, 42(1), 29-48. https://doi.org/10.1007/s11747-013-0334-9

Vancouver

Gruner RL, Homburg C, Lukas BA. Firm-hosted online brand communities and new product success. Journal of the Academy of Marketing Science. 2014 Jan;42(1):29-48. doi: 10.1007/s11747-013-0334-9

Author

Gruner, Richard L. ; Homburg, Christian ; Lukas, Bryan A. / Firm-hosted online brand communities and new product success. In: Journal of the Academy of Marketing Science. 2014 ; Vol. 42, No. 1. pp. 29-48.

Bibtex

@article{a04bd180b021400d98da5e74c42a36ac,
title = "Firm-hosted online brand communities and new product success",
abstract = "Many firms use online brand communities to support the launch of their new products. This study proposes a typology of firm-hosted online brand communities and examines whether such a classification system can improve predictions of new product success. A cross-industry analysis of 81 firm-hosted online brand communities shows that these communities reflect three archetypes. A subsequent survey of 170 community-hosting firms in the consumer durable goods industry reveals that the three types of communities are not equally important for new product success. Moreover, one archetype generally underperforms the other two as a new product support mechanism. Overall, the results demonstrate that firm-hosted online brand communities can be a predictor of new product success.",
keywords = "Firm-hosted online brand communities, New product success, Product innovativeness, Product introduction timing, Product and brand management, ORGANIZATIONAL PERFORMANCE, MARKET ORIENTATION, INNOVATIVENESS, INVOLVEMENT, STRATEGY, IMPACT, PARTICIPATION, ADVANTAGE, RESOURCE, BEHAVIOR",
author = "Gruner, {Richard L.} and Christian Homburg and Lukas, {Bryan A.}",
year = "2014",
month = jan,
doi = "10.1007/s11747-013-0334-9",
language = "English",
volume = "42",
pages = "29--48",
journal = "Journal of the Academy of Marketing Science",
issn = "0092-0703",
publisher = "Springer New York",
number = "1",

}

RIS

TY - JOUR

T1 - Firm-hosted online brand communities and new product success

AU - Gruner, Richard L.

AU - Homburg, Christian

AU - Lukas, Bryan A.

PY - 2014/1

Y1 - 2014/1

N2 - Many firms use online brand communities to support the launch of their new products. This study proposes a typology of firm-hosted online brand communities and examines whether such a classification system can improve predictions of new product success. A cross-industry analysis of 81 firm-hosted online brand communities shows that these communities reflect three archetypes. A subsequent survey of 170 community-hosting firms in the consumer durable goods industry reveals that the three types of communities are not equally important for new product success. Moreover, one archetype generally underperforms the other two as a new product support mechanism. Overall, the results demonstrate that firm-hosted online brand communities can be a predictor of new product success.

AB - Many firms use online brand communities to support the launch of their new products. This study proposes a typology of firm-hosted online brand communities and examines whether such a classification system can improve predictions of new product success. A cross-industry analysis of 81 firm-hosted online brand communities shows that these communities reflect three archetypes. A subsequent survey of 170 community-hosting firms in the consumer durable goods industry reveals that the three types of communities are not equally important for new product success. Moreover, one archetype generally underperforms the other two as a new product support mechanism. Overall, the results demonstrate that firm-hosted online brand communities can be a predictor of new product success.

KW - Firm-hosted online brand communities

KW - New product success

KW - Product innovativeness

KW - Product introduction timing

KW - Product and brand management

KW - ORGANIZATIONAL PERFORMANCE

KW - MARKET ORIENTATION

KW - INNOVATIVENESS

KW - INVOLVEMENT

KW - STRATEGY

KW - IMPACT

KW - PARTICIPATION

KW - ADVANTAGE

KW - RESOURCE

KW - BEHAVIOR

U2 - 10.1007/s11747-013-0334-9

DO - 10.1007/s11747-013-0334-9

M3 - Journal article

VL - 42

SP - 29

EP - 48

JO - Journal of the Academy of Marketing Science

JF - Journal of the Academy of Marketing Science

SN - 0092-0703

IS - 1

ER -