Vol. 5 No. 3 (2012): Managerial and Commercial Applications

Issue editors: Shu Schiller, Wright State University, USA; Brian Mennecke, Iowa State University, USA; Fiona Fui-Hoon Nah, Missouri University of Science and Technology, USA.

The intriguing potential of virtual worlds has attracted a significant amount of scholarly work in the business research domain. As much as we recognize the invaluable contribution made by scholars in this area, we also see the need for more research that can offer visionary perspectives to shape the future design and use of virtual worlds. Through the business lens, virtual worlds are often perceived to be promising yet risky and exciting yet formidable for the use and management of individual and collaborative work. Scholars and practitioners are confronted with an apparent contradiction: on the one hand, the business case for virtual worlds appears to offer great promise; while on the other hand, the observed returns and demonstrable successes are often absent or negligible.