Although many businesses are experimenting with virtual communities of consumers, there is little theoretical and practical guidance on how to develop and manage these groupings. In this framework, the objective of this article is to highlight the strategies implemented by today's businesses
in order to create and manage virtual communities of consumers. Based on the analysis of a successful community implementation case, this paper highlights the role of the many players involved in the community building process and emphasises the importance of considering virtual communities
as a marketing tool whose implementation needs the combination of strategic, socio-cultural and relational perspectives.