A Service Integration Model of Value Creation: A Study of Commercial Online Communities
From Virtual Communities
Jian Cai - Peking University, Lingyun Qiu - Peking University, Fei Ren - Peking University
This paper presents a service integration model through a study of major for-profit online communities in both North America and China. Our study examines various types of communities and proposes particular means by which these communities might integrate their services with each other. Three integration strategies are identified: vertical integration, horizontal integration, and hybrid integration. The underlying mechanisms, as well as strategies that are needed to design and implement services, are also discussed.
Online communities, service integration, value creation.