Demand Bubbles, Virtual Communities and Market Potential

Authors

  • Flavio Gnecchi
  • Margherita Corniani

DOI:

https://doi.org/10.4468/2003.2.04gnecchi.corniani

Keywords:

Demand Bubble, Global Competition, Virtual Communities, Segmentation, Intangible Assets

Abstract

A virtual community is a precious information collation source allowing a company to identify conditions on which to base bubble information and indications regarding the time and manner on which the bubble should be triggered. Observations of virtual community dynamics, people entering and exiting, the length of their stay and so on, are fertile indicators for bubble potential in terms of dimension and timeframe.

Author Biographies

Flavio Gnecchi

Assistant Professor of Management, University of Milan-Bicocca

Margherita Corniani

Assistant Professor of Management, University of Milan-Bicocca

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Published

01-06-2003

How to Cite

Gnecchi, F., & Corniani, M. (2003). Demand Bubbles, Virtual Communities and Market Potential. Symphonya. Emerging Issues in Management, (2), 34–50. https://doi.org/10.4468/2003.2.04gnecchi.corniani

Issue

No. 2 (2003): Marketing Research and Global Markets

Section

Articles

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