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Audio System Maker Drives Innovation Through Online Dealer Community

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Executive Summary

A subsidiary of Japanese audio system manufacturer Pioneer Corporation, the Pioneer Electronics (USA) Mobile Business Group sells Pioneer and Premier after-market car audio, navigation, and accessories through a 4,000-dealer network across the United States. Relying on its dealers to correctly install its increasingly complex after-market car audio products, Pioneer Electronics began to look for ways to better support the dealers, many of whom had no way to collaborate with peers for help. So Pioneer deployed social networking technologies in a business context, building a dealer portal based on Microsoft software. Now dealers have a vibrant online community where they can share their knowledge, take training, promote their stores, and build allegiance to the Pioneer brand.

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