Abstract
| Original language | English |
|---|---|
| Journal | Journal of Business Research |
| Volume | 66 |
| Issue number | 9 |
| Pages (from-to) | 1460-1464 |
| Number of pages | 5 |
| ISSN | 0148-2963 |
| DOIs | |
| Publication status | Published - Sep 2013 |
Cite this
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Multi-stakeholder Virtual Dialogue : Introduction to the Special Issue. / Kornum, Niels; Mühlbacher, Hans.
In: Journal of Business Research, Vol. 66, No. 9, 09.2013, p. 1460-1464.Research output: Contribution to journal › Journal article › Research › peer-review
TY - JOUR
T1 - Multi-stakeholder Virtual Dialogue
T2 - Introduction to the Special Issue
AU - Kornum, Niels
AU - Mühlbacher, Hans
PY - 2013/9
Y1 - 2013/9
N2 - 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.
AB - 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.
U2 - 10.1016/j.jbusres.2012.09.008
DO - 10.1016/j.jbusres.2012.09.008
M3 - Journal article
VL - 66
SP - 1460
EP - 1464
JO - Journal of Business Research
JF - Journal of Business Research
SN - 0148-2963
IS - 9
ER -