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The book explores the expansion of Micronet Solutions International Limited into the Dutch cloud computing data storage market, driven by the industry's growth in Europe. It conducts a feasibility analysis through seven research questions, employing both qualitative and quantitative methods to gather data from primary and secondary sources. The management of MSIL believes that entering the Dutch market will be profitable and beneficial for both the company and the country, highlighting the need for a thorough feasibility study to assess market attractiveness.

Focusing on the online brand community My Starbucks Idea (MSI), this research delves into value co-creation and co-destruction through social practices. Employing a qualitative, netnographic approach, it outlines the study's stages, from planning to ethical considerations. The findings reveal three key elements of practice: stalking, gossip, and exhibitionism, emphasizing the dual nature of interactive value formation, where positive and negative aspects coexist. The study contributes to understanding consumer behavior in digital communities.

Die Untersuchung fokussiert sich auf die sozialen Praktiken innerhalb der Online-Markengemeinschaft "My Starbucks Idea" und analysiert, wie Werte gemeinsam geschaffen und zerstört werden. Durch eine qualitative Forschungsstrategie und einen modifizierten netnographischen Ansatz werden spezifische Praktiken wie Stalking, Klatsch und Exhibitionismus identifiziert. Die Studie betont die Bedeutung von Worten in der Datenerhebung und -auswertung und beleuchtet die ethischen Implikationen sowie die Grenzen der Forschung. Zudem wird die duale Natur der interaktiven Wertebildung hervorgehoben, die sowohl positive als auch negative Aspekte umfasst.

Este artigo investiga a co-criação e co-destruição de valor na comunidade online My Starbucks Idea. A pesquisa qualitativa explora a dinâmica social através de uma abordagem netnográfica, identificando práticas como perseguição, mexerico e exibicionismo, e discute a interdependência entre aspectos positivos e negativos na criação de valor.