| Titre : |
Why and how to use online communities as a lever to develop and deploy the low-tech model? |
| Type de document : |
Mémoire |
| Auteurs : |
Marie BOURGEOIS, Auteur |
| Année de publication : |
2022 |
| Importance : |
29 p. |
| Note générale : |
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| Langues : |
Anglais (eng) |
| Mots-clés : |
Management
INTERNET ; PROTECTION DE L'ENVIRONNEMENT ; CREATION DE VALEUR
|
| Résumé : |
With the environmental impacts caused by our current production and consumption model, and driving it to its jeopardy, it is important to shed light on new business models opportunities capable of achieving ecological transition and of driving a sustainable way of life. The low-tech approach suggests a new model for businesses and society to develop, but is unfortunately understudied. On the contrary, High-Tech solutions are addressed by a large body of research with an increasing interest in Online Communities: those platforms that gather people virtually. The purpose of this article is to highlight how low-tech can become the new normal, using online communities, aiming to connect people and empower them through knowledge sharing. This paper relies on two studies: a qualitative study based on in-depth interviews, and a netnography based on the analysis of an online community. This article provides three main contributions. First, it emphasizes a new definition of low-tech, understanding it as a systemic and economic approach towards sustainability. Second, it presents the fit between the criteria of low-tech, and the characteristics of online communities, opening paths for low-tech entrepreneurs to improve and scale their solutions using crowdsourcing, sharing their knowledge and relying on the sense of community of the users. Third, it sheds light on conviviality and offline communities as required mindset and settings to develop and scale low-tech projects. This paper advises low-tech entrepreneurs to capitalize on the full potential of online communities by 1) sourcing knowledge and invite users’ to participate int the solutions’ development, 2) sharing knowledge and encourage users’ to replicate it in order to 3) take advantage of the community to gain in visibility and being able to scale their project and deploy it glocally thanks to local communities building. This is the first paper to bridge the gap between low-tech and high-tech solutions by evaluating the value creation potential of online communities for low-tech projects development and deployment. It also adds to the very few articles concerning low-tech sectors and opens the conversation on omnichannel social structures. |
| Programme : |
MSc Digital Expertise for Marketing |
| Spécialisation : |
Digital Marketing |
| Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572735 |
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