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dc.contributor.authorPolonsky, Michael-
dc.contributor.authorSchuppisser, Stefan-
dc.contributor.authorBeldona, Srikanth-
dc.date.accessioned2018-11-14T10:38:30Z-
dc.date.available2018-11-14T10:38:30Z-
dc.date.issued2002-
dc.identifier.issn1382-3019de_CH
dc.identifier.urihttps://digitalcollection.zhaw.ch/handle/11475/12797-
dc.description.abstractThis 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.de_CH
dc.language.isoende_CH
dc.publisherKluwerde_CH
dc.relation.ispartofJournal of Market-focused Managementde_CH
dc.rightsLicence according to publishing contractde_CH
dc.subjectStakeholder managementde_CH
dc.subjectRelationship managementde_CH
dc.subject.ddc658.4: Leitendes Managementde_CH
dc.titleA stakeholder perspective for analyzing market relationshipsde_CH
dc.typeBeitrag in wissenschaftlicher Zeitschriftde_CH
dcterms.typeTextde_CH
zhaw.departementSchool of Management and Lawde_CH
zhaw.organisationalunitZentrum für Unternehmensentwicklung (ZUE)de_CH
dc.identifier.doi10.1023/A:1014091926179de_CH
zhaw.funding.euNode_CH
zhaw.issue2de_CH
zhaw.originated.zhawNode_CH
zhaw.pages.end126de_CH
zhaw.pages.start109de_CH
zhaw.publication.statuspublishedVersionde_CH
zhaw.volume5de_CH
zhaw.publication.reviewPeer review (Publikation)de_CH
Appears in Collections:Publikationen School of Management and Law

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