Case | HBS Case Collection | November 2009 (Revised January 2010)


by Anat Keinan


Communispace is the market leader in creating and managing private, brand-focused online communities for major corporate clients. These communities have provided its clients with insights into how consumers view their brands, with quick feedback on potential marketing decisions, and with a sounding board for new product ideas. Now, a potential client has asked Communispace to build and manage an online community for the sole purpose of fostering word-of-mouth for a new brand it was launching. Should Communispace take on this assignment?

Keywords: Customer Focus and Relationships; Brands and Branding; Product Launch; Network Effects; Social and Collaborative Networks; Online Technology; Communications Industry; Media and Broadcasting Industry;


Keinan, Anat. "Communispace." Harvard Business School Case 510-018, November 2009. (Revised January 2010.)