Management des communautés externes et des équipes internes : vers des frontières flexibles ? Management of External Communities and Internal Teams: Towards Flexible Frontiers?

This research aims to find the common points between customer community management and internal marketing collaboration. It reveals 17 common tools with a sample of large companies, four levels of collaboration linked to the B2B, B2C and high-tech business fields, a threefold internal use and a correlation between both activities. It shows three intentions, and 22 common attitudes, among 76 recommended by the literature. An emerging know-how, the management of frontiers, induces managerial practices and suggests future marketing activities: internal-external integration and absorption of communities.