|Title:||A stakeholder perspective for analyzing market relationships|
|Authors :||Polonsky, Michael|
|Published in :||Journal of market-focused management|
|Publisher / Ed. Institution :||Kluwer|
|License (according to publishing contract) :||Licence according to publishing contract|
|Type of review:||Peer review (publication)|
|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|
|Appears in Collections:||Publikationen School of Management and Law|
Files in This Item:
There are no files associated with this item.
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.