From the Editor

摘要

Dear Colleagues:rnThis issue covers a range of topics of interest to managers and educators. The first paper, "Advocating Avatars: The Salesperson in Second Life," by Berthon, Pitt, Halvorson, Ewing, and Crittenden is a great follow-up to the special issue on Technology in Business-to-Consumer Selling (Volume 30, No. 2). The paper conceptually examines the issue of how the virtual world is becoming increasingly important in terms of buyer-seller exchanges-yet little is known about how selling might operate in this virtual world. The paper seeks to provide some initial guidance into how a virtual sales force might work.