The knowledge community of Hallmark Cards is initiated by the company and membership is by invitation. Would this "top-down" approach to the community development cause any problem in achieving its effectiveness? Discuss.
I think the top down approach that Hallmark chose wouldn’t cause any problems with its effectiveness. Like stated in the article, because members are invited by the company which means that 1) the company is seeking your advice and 2) you are not obligated to accept the invitation. This method allows only the people who are truly interested in being engaged in the process to join. There is a smaller chance of half-hearted people getting involved and perhaps skewing the results.
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