Kundengewinnung und -bindung im Web 2.0

New Forms of Collaborative Innovation and Production on the Internet: an interdisciplinary perspective

“…It is also thought important to monitor relevant communities over the long-term and to intervene if necessary. Bender (2008) also recommends creating a more controlled platform for a continuous dialogue with customers by directing the target group to the company's own internet-platform. There, customer attachment to the company can be strengthened.…”

“…Strictly speaking, the results in this paper hold only for our case studies, but the new prevalence of social media in all economic sectors and its increased use by consumers probably means that other companies and other kinds of companies will face the phenomena we observed some way or another. In web 2.0, traditional target groups are dissolving and individual behaviors are forming a new marketing base (Bender 2008). Companies and researchers should become aware of the fact that internet users do not behave and "work" like conventional customers.…”