Article ID Journal Published Year Pages File Type
10493059 Journal of Business Research 2013 5 Pages PDF
Abstract
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.
Related Topics
Social Sciences and Humanities Business, Management and Accounting Business and International Management
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