haku: @indexterm RELATIONSHIP MARKETING / yhteensä: 249
viite: 54 / 249
| Tekijä: | Prior, D.D. |
| Otsikko: | Integrating stakeholder management and relationship management: contributions from the relational view of the firm |
| Lehti: | Journal of General Management
2006 : VOL. 32:2, p. 17-30 |
| Asiasana: | relationship marketing stakeholders |
| Kieli: | eng |
| Tiivistelmä: | The paper offers a synthesis of the stakeholder management and relationship marketing literature in terms of how both strands can inform each other. Stakeholders are seen as synergistic or hindering in terms of the overall strategic prospects of the organisation. Stakeholder relationship can be based on the framework of the relational view of the firm. The paper argues for a stakeholder analysis process that in underpinned by the notion of competitive rivalry in stakeholder markets rather than on incumbency. It does this using the four key variables contained within the rational view. |
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