Understanding value co-creation in virtual communities: The key role of complementarities and trade-offs
通过分析七个乐高虚拟社区，发现不同治理形式和目标的社区作为互补工具，能促进价值共创并提升成员绩效，帮助企业调整战略与决策。
Virtual communities form the principal environment favoring provider-client interaction. However, questions regarding the way to manage these communities so that they might generate value have yet to be resolved. Following an inductive approach, seven Lego virtual communities, classified following their governance form and objectives, were analyzed. It is found that different kinds of virtual communities appear as complementary tools to favor value co-creation and enhance members’ performance by constituting a system of value co-creation. Moreover, these community features can help firms achieve a better adjustment between their strategies and their decision-making process relative to the use of social networks.