Together we build the future: Getting intimate with consumers via online communities
Tom De RuyckInSites Consulting, Belgium
Niels SchillewaertVlerick Leuven Gent Management School and InSites Consulting, Belgium
Jo Caudron One Agency, Belgium
INTRODUCTION
The world is transforming fast. One of the important drivers for this development is the 'improved' internet, with a wealth of information, communication and networking possibilities. It offers people new ways to share content in all kinds of formats and enables cooperation through different types of online platforms at blinding speed and low cost. Users have taken control over organizing content together. After all,...