Virtual Dialogue


Virtual Dialogue: New Relationship Realities and Consequences, Special issue of Journal of Business Research, Edited by Niels Kornum and Hans M?hlbacher; Deadline 15 Dec 2010

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Call for Papers

Journal of Business Research
Special issue on

Virtual Dialogue: New Relationship Realities and Consequences (Guest editor(s): Niels Kornum and Hans Mühlbacher

In line with the tradition of conceptualizing marketing management as the attempt to manage a market according to the intentions of the company´s top management most of the literature focuses on methods of one-directional manipulation from the manager´s point of view.

The development of Web 2.0 provides innumerable opportunities for individuals and business organizations to communicate with each other in real time. While customers and other stakeholders spread news and heavily influence each other as well as business success, little is known about how virtual stakeholder dialogue changes marketing research, communication and relationship management practices.

Thus, this JBR Special Issue has several objectives including: (1) providing insights on which stakeholders may play what roles with what impact in Web 2.0 company- or brand-related communication and co-creation; (2) presenting and discussing findings of investigations into potential roles of marketers in that virtual interaction and (3) drawing conclusion for necessary changes in marketing management philosophy, communication paradigm, marketing research processes, and managerial practices.

Topics for the JBR special issue focus on, but are not limited to, the following:

  • Marketing communication in virtual stakeholder dialogue
  • Communicating with angry stakeholders in Web 2.0
  • Multi-stakeholder co-creation of brand meaning
  • Power relationships in virtual stakeholder dialogue
  • Sophistication and complexity of multi-way brand-related communication
  • Relational co-creation with stakeholders in virtual media
  • Impact of Web 2.0 on stakeholder theory
  • Network theory and virtual stakeholder dialogue
  • Ethical issues in virtual dialogues with and among stakeholders.

Scholars seeking consideration of their papers for publication in this special JBR issue should communicate such intention to the JBR Guest Co-Editors: Niels Kornum, Department of Marketing Copenhagen Business School, Solbjerg Plads 3, 2000 Frederiksberg C, Tel: +45 3815 2876, Fax:+45 3815 2101 ( and Hans Muehlbacher, Innsbruck University School of Management, Dept. of Strategic Management, Marketing and Tourism, Universitaetsstrasse 15, A-6020 Innsbruck, Austria (, Tel: +43 512 507 7200, Fax: +43 512 507 2842. Authors should submit their papers for the JBR special issue to Professors Kornum and Muehlbacher by 15 December 2010.

Deadline for submissions: 15 Dec 2010
Notification to authors: 15 March 2011
Deadline for revisions: 15 June 2011
Publication: July 2011

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