Posted: 13 Feb 2010

Date Written: January 11, 2010


Communispace is the market leader in creating and managing private, brand-focused online communities for major corporate clients. These communities have provided its clients with insights into how consumers view their brands, with quick feedback on potential marketing decisions, and with a sounding board for new product ideas. Now, a potential client has asked Communispace to build and manage an online community for the sole purpose of fostering Word-of-Mouth for a new brand it was launching. Should Communispace take on this assignment?

Suggested Citation

Keinan, Anat, Communispace (January 11, 2010). HBS Case No. 510-018; Harvard Business School Marketing Unit. Available at SSRN:

Anat Keinan (Contact Author)

Harvard Business School ( email )

Soldiers Field Road
Morgan 270C
Boston, MA 02163
United States

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