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Business innovation through strategic community management—a case study of NTT's digital network revolution
Author(s) -
Kodama Mitsuru
Publication year - 2000
Publication title -
strategic change
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.527
H-Index - 16
eISSN - 1099-1697
pISSN - 1086-1718
DOI - 10.1002/(sici)1099-1697(200005)9:3<177::aid-jsc461>3.0.co;2-j
Subject(s) - outsourcing , strategic management , business , variety (cybernetics) , telecommunications , strategic planning , marketing , business model , industrial organization , engineering , computer science , artificial intelligence
The paper describes strategic community management for large established companies that is implemented by creating a variety of strategic business communities. It provides a case study of the use of strategic community management in business, the expansion of the market for ISDN digital networks in Japan achieved by Nippon Telegraph and Telephone, Inc. (hereafter, NTT), Japan's largest telecommunications carrier, over roughly the past four years. The paper explains how NTT cultivated this new multimedia market, which was spawned from its creation of business communities (both intra‐company and external, and including communities with customers) using strategic outsourcing and various strategic partnerships with businesses in other industries. Copyright © 2000 John Wiley & Sons, Ltd.