We propose a framework that views customers as organizational participants who contribute to organizations through membership in brand communities. Using the situated cognition perspective, we explore the sense-making related to the community participation of 174 members of the Ducati motorcycle community. Our findings provide a clearer explanation of the customers’ organizational participation and offer a more open and fine-grained conceptualization of the customers’ relationship to the company.
Customers participate in the organization through membership in customer communities: a situated cognition analysis / Morandin G.; Bergami M.; Monti A.. - ELETTRONICO. - (2010). (Intervento presentato al convegno 26th Egos Colloquium - “Waves of globalization” tenutosi a Lisbon, Portugal nel June 30 – July 3).
Customers participate in the organization through membership in customer communities: a situated cognition analysis
MORANDIN, GABRIELE;BERGAMI, MASSIMO;MONTI, ALBERTO
2010
Abstract
We propose a framework that views customers as organizational participants who contribute to organizations through membership in brand communities. Using the situated cognition perspective, we explore the sense-making related to the community participation of 174 members of the Ducati motorcycle community. Our findings provide a clearer explanation of the customers’ organizational participation and offer a more open and fine-grained conceptualization of the customers’ relationship to the company.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
