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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.