Title: A stakeholder perspective for analyzing market relationships
Authors : Polonsky, Michael
Schuppisser, Stefan
Beldona, Srikanth
Published in : Journal of market-focused management
Volume(Issue) : 5
Issue : 2
Pages : 109
Pages to: 126
Publisher / Ed. Institution : Kluwer
Issue Date: 2002
License (according to publishing contract) : Licence according to publishing contract
Type of review: Peer review (publication)
Language : English
Subjects : Stakeholder management; Relationship management
Subject (DDC) : 658.4: Executive Management
Abstract: This paper proposes a framework that enables the application of stakeholder theory to the analysis of marketing relationships. By distinguishing between different types of stakeholder relationships, stretching from the positive to the negative side of relationships (i.e. the ladder of stakeholder loyalty), and describing the various relational factors (i.e. relationship orientation, trust, communication, learning, power, reciprocity and commitment) that shape a specific relationship, the proposed framework enables marketers to analyze their firm's diverse relationships. The paper provides a meaningful starting point for developing strategies to change the type of relationship with a specific stakeholder.
Departement: School of Management and Law
Organisational Unit: Center for Enterprise Development (ZUE)
Publication type: Article in scientific journal
DOI : 10.1023/A:1014091926179
ISSN: 1382-3019
URI: https://digitalcollection.zhaw.ch/handle/11475/12797
Appears in Collections:Publikationen School of Management and Law

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