Cracking the code of online brand communities?

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings Companies that stimulate knowledge sharing within online brand communities become better positioned to innovate and meet consumer needs. Desired outcomes are more attainable by increasing brand equity and building friendly communities that users feel motivated to engage with and have some involvement in the governance of them. Originality/value This briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.