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Online-Gemeinschaften als Geschftsmodell
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Online-Gemeinschaften werden immer mehr zu einem zentralen Geschftsmodell fr die digitale konomie. Sie erleichtern nicht nur Transaktionen, sondern ermglichen auch eine neue Intensitt in dem Austausch von Wissen und der persnlichen Darstellung der Teilnehmer. Derartige sozio-konomische Geschftsmodelle unterliegen speziellen Regeln. Johannes Hummel erlutert die konomischen und sozialen Grundlagen von Online-Gemeinschaften und gibt - auf der Basis von fnf umfangreichen Fallstudien - konkrete Empfehlungen fr ihre Gestaltung und Fhrung. Der Autor zeigt, wie im Internet soziales Kapital erfolgreich in konomisches Kapital gewandelt werden kann.
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