Marketing’s role in multi-stakeholder engagement

Aksoy, Lerzan; Banda, Sandhya; Harmeling, Colleen M.; Keiningham, Timothy L.; Pansari, Anita

doi:10.1016/j.ijresmar.2021.09.014

Cited by 22 publications

(16 citation statements)

References 89 publications

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“…Second, the results show a positive and significant (β 5 0.32 and p < 0.01) relationship between SO and economic performance. Therefore, aligned with previous studies, SO is a driver of economic performance in the sample of farmer cooperatives (Maignan et al, 2011;Gonzalez-Padron et al, 2016;Aksoy et al, 2021).…”

Section: Discussionsupporting

confidence: 75%

Marketing's take on socio-economic performance

Osten

Toaldo

2022

MIP

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PurposeThe purpose of this paper is to propose that a stakeholder orientation (SO) can explain social and economic performances. It happens because the more the organisation acquires and disseminates stakeholder intelligence, the more it will be aware of the needs of different stakeholder groups, bending the decision making towards less powerful stakeholders and creating social performance. At the same time, more stakeholder intelligence is a strategic resource to be exploited favouring the economic performance. Moreover, it is proposed this effect is mediated by social motivations.Design/methodology/approachIn all, 251 Brazilian agricultural cooperatives were sampled and a survey primary data collection method was applied. To test our hypothesis, the partial least squares structural equation modelling method is used.FindingsIt is found that SO positively influences social and economic performances. Social motivation mediates the relationship between SO and social performance.Originality/valueSocial performance has gained importance because strategies harmful to society are not acceptable anymore and because of the link with economic performance. However, the strategic marketing literature is still scant on how marketing can drive economic and social performance at the same time.

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Section: Discussionsupporting

confidence: 75%

Marketing's take on socio-economic performance

Osten

Toaldo

2022

MIP

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“…In terms of theoretical contributions and implications , this study accentuated the value of stakeholder theory ( 1 st theoretical contribution ) and contributed to expanding its theoretical generalisability ( 2nd theoretical contribution ) by showing the utility of this theory for theorising marketing phenomena ( 3 rd theoretical contribution ), thereby answering the call by recent scholars such as Aksoy et al. (2022) and Hollebeek et al.…”

Section: Discussionmentioning

confidence: 79%

“…customers, supply chain partners), beyond just shareholders (Bansal et al, 2023;Mahajan et al, 2023). Recent marketing scholars have recognised the integral role stakeholders play in value co-creation, arguing for the broader application of this theory to inform marketing theory and practice, despite its relative underuse (Aksoy et al, 2022;Hollebeek et al, 2022). Responding to this call, this study incorporates stakeholder theory to guide its marketing-centric research in the cinematic industry, thereby broadening the theoretical generalisability of the theory beyond its original discipline (management) and demonstrating its cross-disciplinary applicability (e.g.…”

Section: Theoretical Background Conceptual Framework and Hypothesis D...mentioning

confidence: 99%

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The blockbuster blueprint: towards a stakeholder theory-based marketing framework

Patil

Lim

Date

et al. 2023

MIP

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PurposeThis study aims to examine the intricate relationships in the making of a box office through a stakeholder lens that considers the influence of filmmakers and theatres on moviegoers' intention to watch a movie at the theatre.Design/methodology/approachEmploying covariance-based structural equation modelling (CB-SEM), this study analyses survey data on cinema-going experience collected from 673 moviegoers in digital era of a new normal.FindingsThe findings elucidate that movie branding, movie genre and theatre preference positively influence moviegoers' intention to watch a movie at the theatre. Furthermore, the study unveils that theatre preference is swayed by an array of personal and social factors, including control belief and social companion. Intriguingly, promotional elements, both commercial and non-commercial, were found to influence movie branding, yet not the genre when predicting theatre attendance intentions.Research limitations/implicationsAmid the burgeoning alternatives for watching movies (e.g. cable television and online streaming platforms), this article offers a contemporary exploration of the variables that motivate audiences to partake in the cinema-going experience, thereby serving as a proxy to decipher the factors that drive a movie's box-office success in digital era.Originality/valueUnlike prior studies relying on archival data, the present study collects and uses survey data to develop a novel stakeholder theory-based marketing framework for the box office and moviegoers. The study also provides seminal insights on the box office and moviegoers in the digital era of a new normal.

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“…According to this theory, the success of goods and services is determined by meeting the interests of diverse coalition partners with whom the firm (stakeholders) is linked (Ahmad et al , 2021; Aksoy et al , 2022; Abdi et al , 2021). Overall, empirical research studying ESG and market performance relationships revealed a positive association consistent with stakeholder theory (El Khoury et al , 2021; Wong and Zhang, 2022; Saygili et al , 2022).…”

Section: Theoretical Frameworkmentioning

confidence: 99%

Does environmental, social and governance (ESG) affect market performance? The moderating role of competitive advantage

Dkhili

2023

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Purpose This research aims to determine the influence of environmental, social and governance (ESG) factors on market performance. The study shows the perspective of ESG on market performance. The study attempted to test the relationship between ESG and Tobin’s Q and the effect of control variables. Design/methodology/approach The study used panel data from a sample covering 720 firms and ran a fixed-effects model regression during the 2007–2019 period for eight European countries’ listed companies. Findings The findings reveal that ESG positively impacts Tobin’s Q. According to the findings, high company ESG performance boosts market performance via the moderator effect of competitive advantage. The results indicate that all control variables are significant. The firm’s leverage has a negative relationship with ESG. The size of the firm impacts ESG positively. Also, the results prove that the firm’s size and industry positively affect Tobin’s Q. Research limitations/implications The findings of this study suggest that managers, practitioners and authorities interested in learning about ESG scores (ESGSs), market performance and competitive advantage might draw intriguing conclusions from the data. Managers can identify the appropriate levels of competitive advantage that improve market performance. Practitioners must determine whether fit, size, growth, leverage and industry could enhance market performance. The findings also give authorities and the board of directors information on future growth opportunities for the company and the country. Originality/value The research presents a vision of how ESG factors affect market performance. This study aims to identify the positive link between ESGSs and European market performance.

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Marketing’s role in multi-stakeholder engagement

Cited by 22 publications

References 89 publications

Marketing's take on socio-economic performance

Marketing's take on socio-economic performance

The blockbuster blueprint: towards a stakeholder theory-based marketing framework

Does environmental, social and governance (ESG) affect market performance? The moderating role of competitive advantage

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