Developmental approaches to B2B virtual communities

This paper analyses the development approaches of four business-to-business (B2B) virtual communities (VCs) and compares them through use of a cross-case analysis. The study indicated that there is no “one size fits all” method for developing VCs and that a structured, rigorous development methodology based on academic research is required in order to successfully create and manage VCs. It also found that the main challenge in creating successful VCs is not that of developing them, but that of developing an engagement and contribution culture.

► We analyse development approaches of four B2B virtual communities (VCs). ► The results are then compared through use of a cross case analysis. ► There is no “one size fits all” method for developing VCs. ► A structured, rigorous development methodology is required to create and manage VCs. ► The main challenge is not developing the VCs, but developing a contribution culture.