Abstract
The paper describes strategic community management for large established companies that is implemented by creating a variety of strategic business communities. It provides a case study of the use of strategic community management in business, the expansion of the market for ISDN digital networks in Japan achieved by Nippon Telegraph and Telephone, Inc. (hereafter, NTT), Japan's largest telecommunications carrier, over roughly the past four years. The paper explains how NTT cultivated this new multimedia market, which was spawned from its creation of business communities (both intra-company and external, and including communities with customers) using strategic outsourcing and various strategic partnerships with businesses in other industries. Copyright © 2000 John Wiley & Sons, Ltd.
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