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Organisations benefit by identifying the strategically significant consumers in each category and target them appropriately rather than investing in a blanket promotion program. The objective is to enable organisations to identify consumers demonstrating future profit or relationship potential and devise strategies to impact price sensitivity by responding to price search intentions, improving product perceptions, improving consumer experiences, informing consumers about new schemes, and improving product perceived value. Most valuable consumers are those who depict consistent behaviour across all three product typologies. Valuable consumers identified through a customer portfolio analysis can be leveraged by hosting appropriate content in an online business community and subsequently using customers engaged through business online communities as important sources of competitive advantage. Due to these benefits, online business communities may generate more profitable sales than transactional marketing methods.<\/p>","DOI":"10.4018\/ijom.2013040103","type":"journal-article","created":{"date-parts":[[2013,6,20]],"date-time":"2013-06-20T16:14:16Z","timestamp":1371744856000},"page":"38-55","source":"Crossref","is-referenced-by-count":0,"title":["E-Commerce in a Web 2.0 World"],"prefix":"10.4018","volume":"3","author":[{"ORCID":"https:\/\/orcid.org\/0000-0001-8743-6701","authenticated-orcid":true,"given":"Shirin","family":"Alavi","sequence":"first","affiliation":[{"name":"Jaypee Institute of Information Technology, Noida, UP, India"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Vandana","family":"Ahuja","sequence":"additional","affiliation":[{"name":"Jaypee Business School, Jaypee Institute of Information Technology, Noida, UP, India"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"2432","reference":[{"key":"ijom.2013040103-0","doi-asserted-by":"publisher","DOI":"10.1057\/dbm.2011.12"},{"key":"ijom.2013040103-1","first-page":"96","article-title":"Mind your pricing cues.","author":"E.Anderson","year":"2003","journal-title":"Harvard Business Review"},{"key":"ijom.2013040103-2","doi-asserted-by":"publisher","DOI":"10.1111\/j.1467-937X.2009.0562.x"},{"key":"ijom.2013040103-3","doi-asserted-by":"publisher","DOI":"10.1016\/j.jbusres.2005.06.001"},{"key":"ijom.2013040103-4","article-title":"Automatic cluster detection","author":"M. 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