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