Utilizing Firm-Hosted Online Communities: Research challenges and needs

Abstract

The increased popularity of firm-hosted online communities (FOC) has initiated a radical transformation of customer-producer relationships in many industries with important implications for product business and product development. The purpose of this paper is twofold. Firstly, we will introduce a recently established research project focusing on the challenges and opportunities with FOCs. Secondly, we will present early results of company interviews illustrating research challenges and needs that have been found relevant for companies in their own FOC development. Based on the gathered data, we categorized these needs and challenges under five themes: 1) Internal alignment, 2) Culture, 3) Individual Users, 4) Technology and 5) Changing environment.