Communities of Commerce: Building Internet Business Communities to Accelerate Growth, Minimize Risk, and Increase Customer Loyalty / Stacey E. Bressler, Charles E. Grantham Sr.

Connect and collaborate--in our Internet age, these two words have taken on a whole new meaning. What they refer to and describe, the essence of community, is the much-discussed and increasingly important subject that authors Stacey Bressler and Charles Grantham explore in Communities of Commerce.

Beginning with a look at the importance of community in our lives, Bressler and Grantham examine what the notion has come to mean. They compare today's exploding pace of change with the revolution in knowledge exchange that stemmed from Gutenberg's invention of the printing press in the mid-15th century. More than simply enabling information to be shared by a greater number of people, the printing press led, ultimately, to a change in how humankind viewed itself. Even more profoundly (and much more rapidly), the Internet has not only expanded our ability to connect with each other, it has entirely transformed our notions of time, space, relationships, and community. Believing the "primary benefit of the Internet is that it gives people the ability to connect and be more closely related to others who share their purpose," the authors illustrate how companies can most effectively relate this benefit to their business models. They discuss the factors that are driving and pulling businesses toward online communities of commerce, as well as the transformation this requires, and provide practical guidance on how to build and sustain effective communities. If organized better, this book could have been shorter and more hard-hitting; however, the authors have done a good job in using interesting (and refreshingly uncommon) case studies to demonstrate the practical importance of an otherwise nebulous concept. --S. Ketchum
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