Hagel & Armstrong (1997) discuss the expansion of markets through virtual communities, emphasizing the business potential and opportunities created by online interactions. The book provides a comprehensive understanding of the role of virtual communities in driving market growth. Keywords: virtual communities, market expansion, online interactions.
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Hagel, J. & Armstrong, A. (1997). Net Gain: Expanding Markets through Virtual Communities. Boston: Harvard Business School Press (ISBN 0-87584-759-5)
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