Getting customers engaged is one of the most important challenges for corporate sponsorship of virtual communities. This article describes the efforts that managers can take to foster and maintain relationships with clients through a company-sponsored virtual community. Sponsor must understand the needs of consumers and motivate, encourage the participation of members and motivate members to collaborate, making them feel integrated and powers. In assessing and communicating the benefits of cooperation, managers must consider three interrelated sources of participation value, namely, participation values, relational value and financial value. "Hide
by Constance Porter, Naveen Donthu, William H MacElroy, Donna Wydra Source: California Management Review 31 pages. Publication Date: August 10, 2011. Prod. #: CMR489-PDF-ENG
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