Description
To stay competitive, firms need to build great products but they also need to lend these products to the uses and misuses of their customers and learn extensively from them. This is the first book to explore the idea that allowing customers to adapt features in online products or services to suit their needs is the key to viral growth. Michael Fisher, Martin Abbott and Kalle Lyytinen 1. Why is Viral Growth Important? 2. The Viral Model 3. Technological Factors 4. Demonstrating Skills, Proficiency, Taste and Accomplishments 5. Seeing and Being Seen 6. Getting It Right 7. Getting It Wrong 8. Conclusion
