Innovation and Market Creation in and around Virtual Worlds



Research Meets Practice Seminar

Copenhagen Business School
May 11, 2012

Organized by Assistant Professor Ursula Plesner, CBS and Professor Sisse Siggaard Jensen, RUC

Selling and marketing virtual worlds has never been a problem when it comes to games and social media. Virtual spaces such as World of Warcraft, Second Life and Everquest have gained tremendous success and users willingly pay monthly rates in order to explore the potentials held by these worlds. However, when it comes to virtual worlds as platforms for professional communication, the task of selling and successfully innovating seems a lot tougher. It is not only the task of selling the product that poses a challenge; establishing the very idea of bridging 3- dimensional avatar-based interaction with professional communication seems to be a significant hurdle. The main challenge is that users tend to associate virtual worlds with entertainment and social media, which often leads to an inconvenient trade-off between potential, purpose and price.

Addressing these issues will be the main task of the research seminar: How do entrepreneurs overcome the challenge of innovating and creating markets in the field of virtual worlds, also in other industries than entertainment? How do entrepreneurs work with creating future users? What do advantageous innovation and marketing strategies look like in relation to new uses of virtual worlds, and how are they operationalized?

The seminar will take place on May 11, 2012 at Copenhagen Business School, Denmark. Both academics and practitioners will be speaking at the seminar. An important ambition of the seminar is to create a common output, namely case descriptions, best practice examples and challenging questions, which will be relevant to a broader audience. The seminar will be open to the public, journalists will be invited to attend, and the contributions put forth by the speakers and seminar participants will be merged into a short report.

Please find all relevant practical information below. We look forward to seeing you there!

Practical Information 

When and where?
Date: May 11, 2012, 10:00-17:00
Location: Copenhagen Business School (CBS),  Kilevej 14A, Frederiksberg, Denmark

How to find us?
Copenhagen Business School is conveniently located approximately 20 minutes away from Copenhagen Airport (Kastrup). Take the metro from the airport and get off at Fasanvej metro station. CBS’s building Kilen is situated by the exit of the metro station.

Be a Speaker?
At the seminar, both practitioners and researchers will gather for a presentation and a discussion in relation to innovation and market creation for Virtual World technologies. All speakers will give a short presentation on the topic of innovation and market creation for virtual worlds and on their particular insights or experiences in those areas.

If you would like to be a speaker at our one-day event, we will cover the costs for your flight ticket to and from Copenhagen, Denmark, as well as a one-night stay at a hotel. Food, coffee and snacks are free for all participants.

How to sign up?
We hope this seminar sounds interesting to you and that you wish to join us. If so, please register by March 19th 2012 by sending an email to ek.ioa<at>

If you would like to register as a speaker, please attach to your email a half-page description of what you would like to talk about on the seminar.

If you have any questions, do not hesitate to contact Emiliya Kaloferova at ek.ioa<at>

We look forward to seeing you in May!

Ursula Plesner (assistant professor, CBS)
Sisse Siggaard Jensen (professor, Roskilde University)
Emiliya Kaloferova (research assistant, CBS)
Emil Husted (research assistant, CBS)

The seminar is financed by The Danish Strategic Research Council, KINO committee.

About Robin Teigland

Robin Teigland is an Associate Professor at the Center for Strategy and Competitiveness at the Stockholm School of Economics (SSE), as well as the caretaker of SSE’s island in Second Life. Robin’s research interests revolve around the creation and diffusion of knowledge in social networks and the impact on a firm’s competitive advantage. The focus of her current research is on investigating how virtual worlds and social media are enabling firms to create value outside the boundaries of the firm. She has published numerous articles in international books and academic journals, and in 2008 she received the “Researcher of the Year” award at the Stockholm School of Economics. In addition, she is a reviewer for the US National Science Foundation as well as a globally sought after speaker. Robin really enjoys teaching students at the Stockholm School of Economics and lecturing for executives. In March 2010, she started the NVWN a pan-Nordic project financed by the Nordic Innovation Center investigating innovation and entrepreneurship in virtual worlds.