Koch, MichaelMöslein, KathrinSchubert, Petra2015-10-052015-10-052002http://hdl.handle.net/11654/8684https://doi.org/10.26041/fhnw-2861The use of electronic media for economic transactions adds a new potential to the vendor-buyer relationship. It gives the customer a voice, an input channel from which he or she can participate in a number of activities such as product development, feedback, support for other customers, recommendations etc. This can be in the form of active participation or simply a sharing of preferences. The structuring and organization of this participation may empower the customer and may result in new kinds of dynamics in customer collaboration.enVirtual Communities330 - Wirtschaft005 - Computer Programmierung, Programme und Daten04B - Beitrag Konferenzschrift