This presentation analyzed Threadless as a case study of virtual community of consumption. My team won "The Best Presentation Award" in Internet Marketing Module with this presentation.

4. Community Types of Virtual Community High self-centrality of consumption activity Insider Devotee Weak social ties to community Strong social ties to community Mingler Tourists Kozinets, R. V. 1999. E-tribalized marketing?: the strategic implications of virtual communities of consumption. European Management Journal, 17(3), pp. 252-264 Low self-centrality of consumption activity

5. Community Sizzle Young, Trendy,Colourful,Interactive

6. Community Trialogue Customer as a partner Degree of customisation What can companies learn?

7. Trialogue

8. Trialogue Customer as a partner Degree of customisation Community What can companies learn?

10. Interact (IDIC)Nambisan, S. 2002. DEsigning Virtual Customer Environments for New Product Development" Toward a Theory. Academy of Management Review, 27 (3) pp. 392-413

12. Customer as a promoterWord of Mouth

13. Community Trialogue Customer as a partner Degree of customisation What can companies learn?

14. Degree of Customisation Differentiate (IDIC) Identify (IDIC) Customise (IDIC) Individual Mass Customisation

15. Community Trialogue Customer as a partner Degree of customisation What can companies learn?

16. What can companies learn? Cultivate the community!

17. Thankyou foryourattention C 8 2

18. References Kozinets, R. V. 1999. E-tribalized marketing?: the strategic implications of virtual communities of consumption. European Management Journal, 17(3), pp. 252-264 Nambisan, S. 2002. DEsigning Virtual Customer Environments for New Product Development" Toward a Theory. Academy of Management Review, 27 (3) pp. 392-413 Threadless, 2010. Threadless. [Online] Available at: www.threadless.com [Accessed 2 March 2010].