New Article: Online Communities as Strategic Assets

My new article, entitled “Sense, seize, reconfigure: online communities as strategic assets,” was recently published in the Journal of Business Strategy. The article was co-authored by my colleagues Matthias Wenzel, Heinz Theo-Wagner and Jochen Koch. Its purpose is to explore and illustrate how organizations may use online communities strategically to adapt to a changing business environment, specifically from a dynamic capabilities perspective. We draw on three cases to show how communities may be used to sense opportunities and threats (case 1: Notebooksbilliger AG), seize opportunities (case 2: BMW Group) and reconfigure organizational assets (case 3: Funke Mediengruppe). Continue reading New Article: Online Communities as Strategic Assets