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The Role of an Online Community in Relation to Other Communication Channels in a Business Development CaseMasamichi TakahashiFuji Xerox Co., Ltd. George HermanMassachusetts Institute of Technology (MIT) - Sloan School of Management Atsushi ItoFuji Xerox Co., Ltd. Keiichi NemotoFuji Xerox Co., Ltd. JoAnne YatesMassachusetts Institute of Technology (MIT) - Sloan School of Management April 9, 2009 MIT Sloan Research Paper No. 4731-09 Abstract: We investigated how sales representatives (Salespeople) and members of a service business development department (the Service Dept.) communicated within an informal online community, particularly in relation to their use of other informal and formal communication channels. We found that while the Service Dept. developed formal communication channels in order to fulfill the information needs of Sales, some types of information were apparently more effectively provided by the online community. The result suggests that an online community may play an important role both in making visible information needs, and in providing information that can't be better provided by the formal organization.
Number of Pages in PDF File: 44 Keywords: online communities, sales working papers seriesDate posted: April 10, 2009 ; Last revised: April 27, 2009Suggested CitationContact Information
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