Abstract:
The Internet is considered as enabling technology that allows companies to create and nurture
business-related online communities. Such "communities of commerce" are expected to be a
key element in gaining and sustaining customer loyalty in the age of the Internet. In this
paper, we argue that not only the creation of new online communities but also the appropriate
treatment of already existing online communities is increasingly important. By example of an
existing online community situated in the global conferencing system Usenet News, we
outline that online communities may disseminate significant amounts of information about
companies, their products, their bright sides, and their dark spots. Dissemination of such
information may be supportive to companies but may harm companies and their reputations
as well. An investigation of the Web sites of two multi-national corporations suggest that
these corporations are not yet prepared to communicate with online communities. Finally, we
outline ways to establish communication to the mutual benefit of companies and
communities.
