[AISWorld] Electronic Markets: CfP - Special Issue on "Internet Marketing"

Wed Jul 6 08:25:58 EDT 2011

- Apologies for cross-postings. - 

Dear colleagues,

We would like to draw your attention to our call for papers for the
special issue of Electronic Markets on "Internet Marketing". 
The submission deadline is October 30, 2011. The detailed CfP is copied
below.

We cordially invite original research contributions to the special issue
or to general research on electronic markets and networked business from
all potential authors. In addition, we invites well-known scholars in
various areas of electronic markets and business networking to write a
position paper on a salient issue of their choice. Please note that
general research articles and position papers can be submitted anytime
whereas special issue articles have to be submitted by the deadline
shown in the CfP.

Please feel free to forward this e-mail to interested colleagues.

If questions arise regarding the submission deadline or potential topics
please contact the editorial office (editors at electronicmarkets.org
<mailto:editors at electronicmarkets.org> ).

With best regards,

Karen Heyden

Executive Editor

********************************************************************

Electronic Markets - The International Journal on Networked Business 

Call for Papers for Special Issue on 

********************  
"Internet Marketing" 
******************** 

Guest Editors: 
- Christopher P. Holland, University of Manchester, United Kingdom 
- Andreas Herrmann, University of St.Gallen, Switzerland 
- Kristin Diehl, University of Southern California, USA 

Research Themes 
A special issue on the broad topic of Internet marketing will seek to
publish the best papers that address the research themes outlined below.
We welcome a range of research methods and approaches including
theoretical papers and all forms of empirical studies, e.g. statistical
surveys, case studies, design science and online methodologies. Each
research theme is described briefly to give guidance on the range of
topics that are of interest. However if you require further information
or have any questions regarding the suitability of a proposed paper,
please contact the special issue Editors. 

Business Models of Online Marketing 
What are the new business models of online marketing for pure Internet
companies and multi-channel companies? How should companies evaluate
their investments into online marketing? For most established companies,
the Internet has become an additional marketing channel that is a
critically important aspect of their overall marketing. What are the
business models that should be used and how should business performance
be measured in a multi-channel environment? Why did the pure-play
grocery and bank companies in the US fail so spectacularly? Was it their
business models or was it their market timing? Are the business models
of the Internet-giants eBay, Amazon and Google sustainable? How can
competitors attack the Internet giants? 

The Future of Search Strategies 
Search has dominated both mind-share and share of online spending to
date because it is easy to understand and to measure. However there are
some dissenting voices that argue search is losing its pre-eminence
because of web 2.0 where consumers prefer to trust and act on the
recommendations of friends and online acquaintances rather than just
relying on search. In addition, some firms are beginning to question the
validity of the economics of paid search results because they argue that
customers would have found their products and services anyway through
natural search or other advertising mechanisms. What is the future of
search? Should companies be more conservative in their paid search
strategies and start to allocate their online budgets to other areas
such as affiliate marketing, or banner advertising? Given the huge
commercial significance of paid search there is surprisingly little
academic endeavour in this area. 

The Internet Advertising Landscape 
There are many new types of companies that have emerged since the
dot-com boom, e.g. Google's AdSense and a myriad of online advertising
competitors whose role is to match up online publishers who have access
to consumers with advertisers who need a distribution network to place
their advertisements. What are the Internet advertising options open to
companies and how should they allocate their advertising budgets in the
Internet channel? How important are the new online advertising and
marketing companies? How will this market develop and evolve in the
future - will 'traditional' advertising companies be able to embrace
digital marketing or will the new breed of digital marketing agencies
and technology companies continue to dominate the Internet landscape? In
addition to the simple pay per click model, new sales-based forms of
advertising have evolved such as affiliate marketing campaigns. Will
sales-based models of marketing continue to become more important? What
is the role of general advertising? Case studies and examples of
solutions in practice, analysis of new online advertising companies and
evaluation of new Internet technologies are encouraged. 

Commercial Exploitation of Web 2.0 in Consumer Marketing and in an
Organizational Context 
The rapid growth of web 2.0 is easily demonstrated by the usage
statistics and by judging the relative size of social networking
websites such as Facebook against the online websites of major
commercial companies. However, it is more difficult to demonstrate the
commercial value of web 2.0. It is also difficult to know what types of
proactive measures can be taken to exploit web 2.0 developments such as
blogs, social networking and media sharing websites. Research into these
areas that develops insights into how companies should approach web 2.0
are encouraged. In addition, web 2.0 technologies are also being
employed on a 'closed' basis, i.e. membership is restricted to say, an
individual firm, or a network of related companies or individuals.
Examples include Boeing, IBM and McDonalds who have all used social
networking technology to improve internal communication within their
companies. How do theories from sociology or business networks
contribute to our understanding of communication and behavior in social
networks? What is the empirical evidence of business innovation in this
area? 

Evaluation of Online Performance 
Companies often focus the evaluation of their online performance based
on internal measures. For example they will measure growth of unique
visitors, increases in online sales and monitor closely the number of
customers who register for online services. But the acid test from a
competitive strategy perspective is how are they performing relative to
their competitors? It is clearly insufficient to just measure an
increase in online visitors without comparing the growth to that of
competitors. What are the variables that should be measured? How should
they be compared? What is the importance of dynamic analysis of online
performance? How should companies develop a technical strategy to
exploit online measurement software and data? The use of software such
as Omniture and Google analytics creates a wealth of new opportunities
for customer analytics and generates new research opportunities in the
areas of technical strategies, online customer behavior and online
market dynamics. This is a fast evolving new area of research and one
where academics can play an important role and contribute to business
practice. 

Other Topics 
Examples of other topics include but are not limited to: 
- Online customer acquisition and retention 
- Allocation of online investments 
- E-service innovations, e.g. in banking and telecoms. 
- Segmentation of online markets. 
- Vertical market studies and case studies of Internet marketing
strategies, e.g. banking, insurance, retailing, grocery and
telecommunications presented in a theoretical context. 
- Use of online analytics to evaluate website design. 
- Economics of the Internet. 

If you would like to discuss any aspect of the special theme section,
please contact the editors. 
Methodological and theoretical pluralism is part of the journals policy.
We welcome submissions using qualitative or quantitative methods. We
also would like to encourage submissions of interdisciplinary work by
authors from different areas. If authors have any questions regarding
suitability of their work for this special issue, whether topical or
methodological, they should not hesitate to contact (one of) the
co-editors.   

All papers will be peer reviewed and should conform to Electronic
Markets' publication standards. 
All papers must be original, not published or under review elsewhere. 
Papers must be submitted via the electronic submission system
(http://elma.edmgr.com/). Instructions are available at
http://www.electronicmarkets.org/authors
<http://www.electronicmarkets.org/authors> . 

Contact addresses: 
******************  
chris.holland at mbs.ac.uk <mailto:chris.holland at mbs.ac.uk>  
diehl at marshall.usc.edu <mailto:diehl at marshall.usc.edu>  
andreas.herrmann at unisg.ch <mailto:andreas.herrmann at unisg.ch>  
or editors at electronicmarkets.org <mailto:editors at electronicmarkets.org>

Important deadline
****************** 
Submission Deadline: October 30, 2011 

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