Leveraging innovation through community management: Manfrotto Imagine More case study

Abstract

In the Italian economic environment, mid-sized firms represent a unique “formula” in which these companies compete in the global market. Their international perspective, product excellence, “modern” management organization and the strategic role of the network are their main strengths. Among them there are some that have grasped the concept on how communities represent an economic opportunity in their innovation path, to understand their customers and attract knowledge from them. Manfrotto Imagine More, the world leader in the photography, imaging equipment and accessories industry is the business case study analyzed from a community perspective. After a first part dedicated to an academic review of the theme of community, the work outlines the company profile and goals and focus on how community is strategically managed from a innovation, marketing and communication point of view.