Net Gain: Expanding Markets through Virtual Communities
by John Hagel, John Hagel Iii, John Hagel, III, Arthur G. Armstrong, Arthur Armstrong, Arthur Hilary Armstrong
Category: Business & Economics

The authors - on the cutting edge of the on-line economy as leaders of McKinsey & Company's multimedia practiceexplain why some ventures - like Apple's on-line service, e-World - failed and why the Walt Disney Company cannot afford not to organize an on-line community that targets children.