Community-focused strategies
提出以社区为中心的战略概念，指企业为与目标客户群体建立联系而采取的行动。基于社会认同理论，构建了战略分类，并分析其如何创造竞争优势及适用条件。
This article introduces the notion of community-focused strategies to refer to the set of actions, activities and policies that firms undertake to establish connections or relational links with one or more target communities of (potential) customers. Drawing on social identity theory and strategy research, this study begins with a proposed taxonomy of different community-focused strategies. Then it illustrates how such strategies contribute to the creation of competitive advantage and explores their boundary conditions. Finally, the authors offer implications for theory development and practice, as well as suggestions for further research.