Marketing the Pinball Way: Understanding how Social Media Change the Generation of Value for Consumers and Companies

Abstract

1 This editorial and the other articles included in this special issue are inspired by the inaugural Think:Lab Thought Leaders' Summit that took place in Munich, Germany, from September 19–23, 2012. The event was hosted by the Digitalization Think:Lab, a joint research initiative by the University of Munster's Marketing Center and Roland Berger Strategy Consultants (http:// www.digitalizationthinklab.com). The event was made possible through the “He stands like a statue, becomes part of the machine. Feeling all the bumpers, always playing clean. He plays by intuition, the digit counters fall. That deaf, dumb and blind kid sure plays a mean pinball!”– From the lyrics of “Pinball Wizard,” written by Pete Townsend, from the album Tommy