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 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. (C) 2012 Elsevier Inc. All rights reserved.