Multi-stakeholder virtual dialogue: Introduction to the special issue

This article introduces the special issue on multi-stakeholder virtual dialogue. Research as well as managerial practice in marketing has traditionally focused on single stakeholders and a one-way communication perspective. This special issue takes a novel approach by directing attention to the simu...

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Bibliographic Details
Published in:Journal of business research 2013-09, Vol.66 (9), p.1460-1464
Main Authors: Kornum, Niels, Mühlbacher, Hans
Format: Article
Language:English
Subjects:
Interactive market communication
Stakeholder marketing
Stakeholder network
Virtual multi-stakeholder interaction
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Summary:This article introduces the special issue on multi-stakeholder virtual dialogue. Research as well as managerial practice in marketing has traditionally focused on single stakeholders and a one-way communication perspective. This special issue takes a novel approach by directing attention to the simultaneous interaction with and of a variety of stakeholders and the fact that customers and other stakeholders of a company can take the initiative to that interaction. Stakeholders can launch a discussion, spread news, participate in value creation, can heavily influence each other and a company's market success. While marketing literature increasingly recognizes that divers stakeholders have an impact on a company's success, little is known about how virtual multi-stakeholder dialogue changes marketing research and management. This special issue provides insights on what roles stakeholders may play with what impact in virtual company-related interaction. The introductory article reviews seven articles and discusses their contributions to stakeholder marketing and virtual stakeholder interaction.
ISSN:0148-2963
1873-7978
DOI:10.1016/j.jbusres.2012.09.008