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News Calls For Papers Publications Journal of Marketing Management
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Special Issue on Brand Orientation (Deadline for submissions 1 August 2012) Special Issue on Virtual Worlds: Researching a new marketing landscape (Deadline for submissions 1 September 2012) Special Issue on Brand Orientation Guest Editors: Professor Carsten Baumgarth (HWR Berlin School of Economics and Law, Germany); Professor Bill Merrilees (Griffith University, Australia); Associate Professor Mats Urde (Lund University, Sweden). Journal of Marketing Management is pleased to announce a special issue focused on advances and development with regard to scholarship on Brand Orientation (BO). Brand orientation is a relatively new marketing research domain, about 15 years old. Although there is now a solid body of research (Urde, 1994; Hankinson, 2002; Ewing & Napoli, 2005; Wong & Merrilees, 2005; Wong & Merrilees, 2007; Baumgarth, 2009; Mulyanegara, 2010; Baumgarth, 2010; Gromark & Melin, 2011), the opportunity arises to take the concept to another level. This Special Issue of JMM aims to bring together collaborative efforts from different perspectives. It is timely for leading researchers to be part of the greater understanding and evolution of the paradigm of BO. “Brand orientation is an inside-out, identity driven approach that sees brands as hub for an organization and its strategy. Similarity, market orientation is an outside-in, image-driven approach” (Urde, Baumgarth & Merrilees, 2011). Over the last decade, there has been recognition of the centrality and strategic importance of the brand orientation concept. “Brand orientation is an approach in which the processes and the organisation revolve around the creation, development, and protection of brand identity in an ongoing interaction with target customers with the aim of achieving lasting competitive advantages in the form of brands.” (Urde, 1999, p.117). Although considerable research in the area has commenced, there are still many unanswered questions, such as: How do existing theories and constructs need to be modified and what new frameworks need to be developed for academic and practitioner use? Accordingly, the Guest Editors welcome submissions offering innovative insights into issues surrounding Brand Orientation. All rigorous and thoughtful conceptual papers, literature reviews, case studies, empirical studies and practice papers using a wide range of methodologies are encouraged. A wide variety of topics will be suitable for this special edition and might include (but are not limited to) the following: • Theoretical and conceptual foundations of brand orientation • Reconciling the inside-out and the outside-in approaches to marketing and branding • Brand orientation and internal branding (human resources, culture, "living the brand", employer branding) • Conceptualisation and operationalisation of brand orientation (Brand orientation: What of it? What about it?) • Brand orientation and market orientation (and/or relating to other paradigms) • Brand orientation and identity • Instruments for improving/guiding the level of brand orientation • Brand orientation in different types of organisations and sectors • Brand orientation from a management and leadership perspective • Brand orientation and the strategic management of brands • Brand orientation and performance All manuscripts submitted should follow the guidelines for the Journal of Marketing Management. These are available at www.tandfonline.com/RJMM The closing date for submissions is 1 August 2012, for publication in July 2013. Submissions Manuscripts should be submitted online using the Journal of Marketing Management ScholarOne Manuscripts site (http://mc.manuscriptcentral.com/rjmm) from 1 October 2011. New users should first create an account. Once a user is logged onto the site submissions should be made via the Author Centre. Authors should prepare and upload two versions of their manuscript. One should be a complete text, while in the second all document information identifying the author should be removed from files to allow them to be sent anonymously to referees. When uploading files authors will then be able to define the non-anonymous version as “Complete paper with author details”, and the anonymous version as “Main document minus author information”. To submit your manuscript to the Special Issue Brand Orientation choose the title of the Special Issue from the Manuscript Type list when you come to submit your paper. Also, when you come to the ‘Details and Comments’ page, answer ‘yes’ to the question ‘Is this manuscript a candidate for a special issue’ and insert the title in the text field provided. Prospective contributors with questions concerning the potential suitability of topics, Guest Editors’ expectations, or additional requirements about this special issue are invited to contact the Guest Editors directly by email: Carsten Baumgarth, cb@cbaumgarth.net, Bill Merrilees, bill.merrilees@griffith.edu.au or Mats Urde, mats.urde@fek.lu.se. References Baumgarth , C. (2009). Brand orientation of museums: Model and empirical results. International Journal of Arts Management, 11(3), 30-85. Baumgarth, C. (2010). ‘Living the brand’: brand orientation in the business-to-business sector. European Journal of Marketing, 44(5), 653-671. Ewing, M.T., & Napoli, J. (2005). Developing and validating a multidimensional nonprofit brand orientation scale. Journal of Business Research, 58(6), 841-853. Gromark, J., & Melin, F. (2011). The underlying dimensions of brand orientation and its impact on financial performance. Journal of Brand Management, 18(6), 394-410. Hankinson, P. (2002). The impact of brand orientation on managerial practice: a quantitative study of the UK’s top 500 fundraising managers. International Journal of Nonprofit and Voluntary Sector Marketing, 7(1), 30-44. Mulyanegara, R.C. (2010). Market Orientation and Brand Orientation from Customer Perspective an Empirical Examination in the Non-profit Sector. International Journal of Business and Management, 5(7), 14-23. Urde, M. (1994). Brand orientation: a strategy for survival. Journal of Consumer Marketing, 11(3), 18-32. Urde, M. (1999). Brand orientation: a mindset for building brand into strategic resources. Journal of Marketing Management, 15(13), 117-133. Urde, M., Baumgarth, C., & Merrilees, B. (2011). Brand Orientation and Market Orientation – From Alternatives to Synergy. Journal of Business Research (forthcoming). Wong, H.Y. & Merrilees, B. (2005). A brand orientation typology for SMEs: a case research approach. Journal of Product & Brand Management, 14(3), 155-162. Wong , H.Y. & Merrilees , B. (2007). Closing the marketing performance gap: The role of brand orientation. Journal of Strategic Marketing, 15(5), 443-458 . VIRTUAL WORLDS: RESEARCHING A NEW MARKETING LANDSCAPE Guest Editors: Prof Michael Saren, Leicester University, UK; Dr Tracy Harwood, De Montfort University, UK; Dr Janet Ward, Leicester University, UK; Prof Alladi Venkatesh, University of California, Irvine, USA The publication of this Special Issue in 2013 will coincide with the 10th anniversary of the launch of the second generation virtual worlds such as Second Life. It is also over 15 years since Hoffman and Novak (1996) and Venkatesh (1998) first conceptualised ‘hypermedia environments’ and the ‘cybermarketspace’ respectively, and their implications for marketing. Although virtual worlds have sometimes been dismissed as a sort of ‘ephemeral fashion’ (Cagnina & Poian, 2009), being associated with addiction (Hussain & Griffiths, 2008), cyber terrorism (Adrian, 2009) and gold-mining in China (Heeks, 2008), today these are seen by many as potentially transformational technologies with new platforms emerging such as BlueMars, OpenSim and Kitely (Wasko, Teigland, Leidner, & Jarvenpaa, 2011). Therefore it is timely for this Academy of Marketing special issue of JMM to consider virtual worlds’ unique role within marketing, their fit into marketing strategy and their convergence with mobile technologies and social media. Virtual worlds combine the power of social networking with the technology of multi-player computer games, allowing new forms of collaboration (Kozinets, 2002; Ondrejka, 2007) through a kind of ‘virtual reality’ (Lanier, 1988). No longer are these simply games: virtual worlds enable users in the form of avatars to socialise and work as employees, set up businesses, hold international conferences and events, attend lectures, conduct military plan battle scenarios and provide post-combat stress support. It has been reported that more than 1.4B accounts have been registered (Kzero, 2011) in 300+ virtual worlds (Cyber Creatives Inc., 2011) with a global economy worth more than $6B (Castronova, 2010). This demonstrates the successful monetization of these platforms compared to social media platforms such as Facebook and Twitter. Virtual worlds may be considered part of the broad domain of massively multiplayer online games (MMOGs) (Mennecke et al., 2008). While World of Warcraft (WoW) is perhaps the best known subscription based fantasy role play game in the West, Fantasy Westward Journey and Zhengtu Online are equally well known in Asia. They are played by the hour in internet style cafes which create a ‘multi-dimensional interplay’ between the physical and digital environments (Lindtner et al., 2008). Indeed Lowood (2006) describes the shared culture of machinima (original movies made using computer games) creators in WoW, while in Second Life Maffesoli (2008) suggests there is a network of ‘little tribes’. Hi-Pi-Hi is the Chinese counterpart of user-generated virtual world Second Life, which has been described as “an exemplar of firm-consumer co-creation in action” by Bonsu and Darmody (2008, p.356). The growth in the children’s and teen virtual worlds such as Habbo Hotel, Stardoll and Club Penguin also raises potential governance and ethical issues. The avatar may be seen as the embodiment of an individual’s identity in the virtual world. Indeed becoming an avatar changes user behaviour and may last for a period after leaving the virtual world (Yee & Bailensen, 2009). Ansche Chung is perhaps the most famous avatar, gracing the front page of Time Magazine (Meadows, 2008) and subsequently becoming a serial virtual world entrepreneur. Organisations from the military to IBM and Walt Disney®, universities such as INSEAD and voluntary organisations such as the American Cancer Society use or are developing their own virtual worlds. Virtualisation is being used to concept test products and supermarket layouts, etc. E.g., Procter & Gamble have appointed a Virtualisation Manager (WARC, 2010). Virtual worlds are challenging marketers to reflect on existing academic theories (Ward & Saren, 2011), research methodologies (Kozinets & Kedizor, 2009), business practice (Barnes & Mattsson, 2011) and learning and teaching practice (Ward, 2010). They have created a new place to enact the social (after Law & Urry, 2004) and as such have been identified as valuable sites for social science research (Bainbridge, 2006) and for marketing in particular (Hemp, 2006; Messinger et al., 2009; Novak, 2010). Accordingly, a special issue of JMM edited by Michael Saren, Tracy Harwood, Janet Ward and Alladi Venkatesh will be devoted to understanding the role of virtual worlds within marketing. Papers are invited from all research traditions on any aspect of virtual worlds (MMOGs) empirical and theoretical/conceptual development research. This includes, but is not limited to, the following areas – • Marketing strategy/models: the role of virtual worlds in marketing strategy • Brand representations: managing corporate brands from physical to virtual, virtual brands • Marketing communications issues: how virtual worlds fit into the social media landscape for marketers; other communications issues may include advertising in-world, managing traditional and virtual media • New product/service development issues: the role of virtual products and services • The self and identity theory issues: links between real and virtual (avatar) identity, role of avatars, multiple identities and ‘alts’, self-representation, gender issues, ethnicity • Role play vs. social networking vs. user generated worlds: new genres, typologies • Consumer behaviour: links between virtual and real world behaviours, how concepts like digital virtual consumption apply in virtual worlds • Virtual communities of interest, action, anticipation • The disadvantaged consumer: consumption issues, discrimination • Young consumers: children’s and teen virtual worlds, identity issues, security, ethics • Virtual worlds economics/e-commerce/e-tailing • Virtual worlds as computer mediated environments: user acceptance, telepresence and social presence issues, flow, engagement • Governance: power of virtual world owners, value co-creation, organisational perspectives • Research ethics and methods: new research methods, adaptation of existing methods, knowing who is behind the avatar, researcher as avatar • Marketing Education: use of virtual worlds, best practice, ethics, educator as avatar, students as avatars • Convergence of real life and virtual world’s game play: virtual worlds, mirror worlds, augmented reality and life logging with location based services, mobile etc. We welcome enquiries and/or any queries you have may be directed to the guest editors: JMM Special Issue on Virtual Worlds Editorial Team, c/o Dr Tracy Harwood, Institute of Creative Technologies, De Montfort University, The Gateway, Leicester, LE1 9BH, UK, tel: 44+(0)116 207 8028, email: tharwood@dmu.ac.uk. The closing date for submissions is 1 September 2012, for publication in October 2013. The Journal of Marketing Management (JMM) is the official Journal of the Academy of Marketing and is a double-blind peer-reviewed periodical with an international reputation for publishing influential and original contributions. All manuscripts submitted should follow the guidelines for the Journal of Marketing Management. These are available at www.tandfonline.com/RJMM Submissions Manuscripts should be submitted online using the Journal of Marketing Management ScholarOne Manuscripts site http://mc.manuscriptcentral.com/rjmm from 1 February 2012. New users should first create an account. Once a user is logged onto the site submissions should be made via the Author Centre. Authors should prepare and upload two versions of their manuscript. One should be a complete text, while in the second all document information identifying the author should be removed from files to allow them to be sent anonymously to referees. When uploading files authors will then be able to define the non?anonymous version as “Complete paper with author details”, and the anonymous version as “Main document minus author information”. To submit your manuscript to the Special Issue: Virtual Worlds: Researching a New Marketing Landscape, choose the title of the Special Issue from the Manuscript Type list when you come to submit your paper. Also, when you come to the Details and Comments page, answer ‘yes’ to the question “Is this manuscript a candidate for a special issue” and insert the title in the text field provided. References Adrian, A. (2009). Beyond griefing: Virtual crime. Computer Law & Security Review, 26, 640-648. doi:10.1016/j.clsr.2010.09.003 Bainbridge, W.S. (2007). The scientific research potential of virtual worlds. Science, 317, 472 -476. Barnes, S.J., & Mattson, J. (2011). Exploring the fit of real brands in the Second Life virtual world. Journal of Marketing Management, 27(9/10), 934-958. doi:10.1080/0267257X.2011.565686 Bonsu, S.K., & Darmody, A. (2008). Co-creating Second Life: Market consumer cooperation in contemporary economy. Journal of Macromarketing, 28, 355-366. doi:10.1177/0276146708325396 Cagnina, M.R., & Poian, M. (2009). Beyond e-business models: the road to virtual worlds. Electronic Commerce Research, 9, 49-75. doi: 10.1007/s10660-009-9027-3 Castronova, E.W. (2010). Studying beehives. Paper presented at The Federal Consortium for Virtual Worlds, 3rd Annual Conference, Second Life. Retrieved from http://www.ndu.edu/icollege/fcvw/index.htm Cyber Creatives Inc. (2011). MMORPG gamelist. Retrieved from http://www.mmorpg.com/gamelist.cfm Accessed 25th October, 2011 Heeks, R. (2008). Current analysis and future research agenda on "gold farming": Real-world production in developing countries for the virtual economies of online games. Working Paper Series No. 32. Retrieved from http://www.sed.manchester.ac.uk/idpm/research/publications/wp/di/documents/di_wp32.pdf Hemp, P. (2006). Avatar-based marketing. Harvard Business Review, 84(6), 48-57. Hoffman, D.L., & Novak, T.P. (1996). Marketing in hypermedia computer-mediated environments: Conceptual foundations. The Journal of Marketing, 60(3), 50-68. Hussain, Z., & Griffiths, M.D. (2008). Gender swapping and socializing in cyberspace: An exploratory study. CyberPsychology & Behavior, 11(1), 47-53. doi:10.1089/cpb.2007.0020 Kozinets, R. (2002). The field behind the screen: Using netnography for marketing research in online communities. Journal of Marketing Research, 39(1), 61-72. Kozinets, R.V., & Kedizor, R. (2009). I, avatar auto-netnographic research in virtual worlds. In N.T. Wood & M.R. Solomon (Eds.), Virtual social identity and social behaviour (3-19). New York: M.E. Sharpe. Kzero Research (2011). Virtual worlds: Sizes by territory. Retrieved from http://www.kzero.co.uk/blog/ Date accessed 17th October, 2011 Lanier, J. (1988). Virtual reality. Whole Earth Review, Retrieved from http://www.jaronlanier.com/vrint.html Law, J., & Urry J. (2004). Enacting the social. Economy and Society, 33, 390–410. Lindtner, S., Nardi, B., Wang, Y., Mainwaring, S., Jing, H., & Liang, W. (2008). A hybrid cultural ecology: World of Warcraft in China. Proceedings of CSCW, San Diego, CA Lowood, H. (2006). Storyline, dance/music, or PvP?: Game movies and community players in World of Warcraft. Games & Culture, 1, 362-382. doi:10.1177/1555412006292617 Maffesoli, M. (2008). Second Life and Hyperreality. Journal of Virtual Worlds Research, 1(2) Retrieved from http://journals.tdl.org/jvwr/article/view/354 Meadows, M.S. (2008). I, avatar. The culture and consequences of having a Second Life. Berkeley, CA. New Riders Mennecke, B.E., Roche, M.D., Ganis, M., Konsynski, D., Bray, E.M., Townsend, D.A., & Lester, A.M. (2008). Second Life and other virtual worlds: A roadmap for research. Communications of the Association for Information Systems, 22, 371-388. Messinger, P.R., Strouli, E., Lyons, K., Bone, M., Niu, R.H., Smirnov, K., & Perelgut, S. (2009). Virtual worlds – past, present, and future: New directions in social computing. Decision Support Systems, 47, 204-228. doi:10.1016/j.dss.2009.02.014 Novak, T. (2010). Elab city: A platform for academic research on virtual worlds. Journal of Virtual Worlds Research, 3(1), Retrieved from: https://journals.tdl.org/jvwr/article/view/832 Ondrejka, C. (2007). Collapsing geography: Second Life, innovation and the future of national power. Innovation, 2(3), 27-54. doi:10.1162/itgg.2007.2.3.27 Venkatesh, A. (1998). Cybermarketscapes and consumer freedoms and identities. European Journal of Marketing, 32(7/8), 664-676. WARC (2010). P & G plots digital drive. Retrieved from http://www.warc.com/LatestNews/News/ ArchiveNews.news?ID=27600&Origin=WARCNewsEmail Accessed 7th December, 2010 Ward, J.A. (2010). The avatar lecturer: Learning & teaching in Second Life. In Educating tomorrow’s marketers. Marketing Intelligence & Planning, 28(7), 862-881. doi:10.1108/02634501011086463 Ward, J.A., & Saren, M.A. (2011, June). The Service-dominant logic in computer mediated environments: Identifying the operant resources. Paper presented at The Naples Forum on Service, Capri, Italy Wasko, M., Teigland, R., Leidner, D., & Jarvenpaa, S. (2011). Stepping into the Internet: New ventures in virtual worlds. MIS Quarterly, 35(3), 645-652. Yee, N., & Bailenson, J.N. (2007). The Proteus effect: The effect of transformed self-representation on behavior. Human Communication Research, 33, 271-290. doi:10.1111/j.1468-2958.2007.00299.x |
