The internet not only provides a valuable opportunity for entrepreneurs to increase interest in their products, but it can also present an opportunity for the formation of an online community for distribution. An early adopter of this type of distribution was snow sports equipment retailer, Gerfried Schuller, and his Blue Tomato website.
Exploiting Online Communities
- Publisher:SAGE Publications Ltd
- Publication year:2009
- Online pub date:
- Discipline: Consumer Marketing, Entrepreneurial Strategies, E-Commerce
- Length:471 words
Country:AustriaIndustry:Retail trade, except of motor vehicles and motorcycles| Sports activities and amusement and recreation activitiesOrganization:Blue Tomato GmbHOrganization Size:Originally Published In:2010). Exploiting Online Communities. In Entrepreneurial management in small firms (p. 180). London: SAGE Publications Ltd. ISBN: 9781848600256.(Type:Online ISBN:9781473939196Copyright: © Ian Chaston 2010