A Stakeholderism Framework for Measuring Relationship Marketing

Stakeholder: Essentially Contested or Just Confused?

“…• What is the nature of the stake? Clear (Bendheim et al 1998), direct (Schneper and Guillén 2004), future (Galai and Wiener 2008), implicit or explicit (Donaldson and Preston 1995), legal (Langtry 1994), legitimate (Donaldson and Preston 1995), moral (Langtry 1994), non-trivial (Brenner 1993), normative (Reed 1999), urgent (Mitchell et al 1997), vital (Murphy et al 1997). • What does the stake relate to?…”

Addressing the Advertising of Controversial Products in China: An Empirical Approach

“…Historically, relationship marketing of the 1980s and 1990s had always focused on business to customer relationship (Berry, 1983;Gronroos, 1997;Gummesson, 1999;Kotler and Armstrong, 1999). Such a focus has since been amended with many expressing the view that a business is a coalition of stakeholders and thus the scope of relationship marketing should embrace business to stakeholder relationship (Arrow, 1988;Christopher et al, 2003;Freeman, 1984;Murphy, 1988;Murphy et al, 1997;Payne et al, 2001;Polonsky, 1995;Polonsky et al, 2002). The movement to augment stakeholder into relationship marketing is based on the argument that businesses have responsibilities to the environment, employees, and consumers (Dean, 2004).…”

Internal market orientation and its influence on the satisfaction of contact personnel

“…Among the agents or stakeholders that can have a generic influence on a firm we can highlight investors (shareholders), suppliers, customers, the community and, of course, employees (Murphy, Stevens, & McLeod, 1997). The most traditional Stakeholder Orientation defends the two-way relationship between the firm, represented by its managers, and each of the stakeholders or agents with whom it interacts (Donaldson & Preston, 1995).…”