Managing innovation through virtual global communities: Challenges and benefits

Abstract

Virtual communities facilitate effortless exchange of information between remote users irrespective of time, location and remit. The technologies utilized enable organizations to build strong, cost-effective connections within the organization and externally with customers to further the innovation process. VCs act as bridges between organizations and customer bases by fostering product awareness; providing forums for questions; and serving as conduits for continuous innovation and improvement. This paper reviews challenges of VCs highlighted within extant literature, together with suggestions for problem resolution. It provides a summary of the findings and proposes solutions to additional challenges within the context of human/technology interaction and behaviour related to innovation, with particular reference to the barriers and enablers associated with the implementation and uptake of VCs.