LAUSR

Abstract Companies are increasingly searching for ways to manage consumption communities. However, previous studies on consumption communities suggest that managing them is difficult, if not impossible, because communities are self-directed and consist of equal, autonomous actors. This article addresses this paradox and builds on recent conceptualisations of consumption communities as networks. By building on theory about network management functions, we discuss how companies can actually manage consumption communities without authoritarian and hierarchical control. Using three case studies of heterogeneous consumption communities, a footwear brand, a sports lifestyle community and a tableware and glassware design brand, the article identifies eight consumption community management activities. The article makes a theoretical contribution to the literature on consumption communities by introducing a network management perspective. In addition, it offers valuable practical guidance for managers who wish to manage consumption communities proactively at the strategic level and as an essential part of their customer-related management processes.