Redesigning business models to leverage members’ participation in online communities: The case of the French gambling industry


  • Marie Joachim ESSCA School of Management
  • Alexis Laszczuk ESSCA School of Management


business model, online communities, customers’ participation, netnography


With the spread of information and communication technologies, online communities have emerged as new type of key stakeholder for firms. These online gathering spaces provide customers with new ways to interact with companies and their own peers. While online communities are acknowledged as a source of value for their members and host firms, leveraging them remains a challenge for companies, and mean redesigning their business model. Based on a case study of the French gambling industry, we show that through their participation, members of online communities bring new resources and competences, which firms can use to reshape the mechanisms of value creation and capture. We highlight two execution mechanisms for redesigning a business model around online communities and leveraging such communities to enhance firms’ performance.


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How to Cite

Joachim, M., & Laszczuk, A. (2020). Redesigning business models to leverage members’ participation in online communities: The case of the French gambling industry. Systèmes d’Information Et Management (French Journal of Management Information Systems), 25(4), 29–58. Retrieved from



Empirical research