دانلود رایگان مقاله لاتین بررسی منابع بازاریابی سهامداران از سایت الزویر


عنوان فارسی مقاله:

دیدگاه مبتنی بر منابع بازاریابی سهامداران


عنوان انگلیسی مقاله:

A resource-based view of stakeholder marketing


سال انتشار : 2016



برای دانلود رایگان مقاله بررسی منابع بازاریابی سهامداران اینجا کلیک نمایید.




بخشی از مقاله انگلیسی:


2. Theoretical background Researchers around 

the world have paid considerable attention to stakeholder theory and the RBV, albeit separately from each other. Research that has attempted to examine the intersection of these two theoretical bases is scarce (Verbeke & Tung, 2013). In order to study how the RBV relates to stakeholder theory and to identify ways by which stakeholder marketing can benefit from a resource-based perspective, this section provides a brief conceptual overview of the stakeholder and resource-based views of the firm as well as an integrative framework of these complementary perspectives. 2.1. Stakeholder theory Stakeholder theory focuses on the importance of taking into account the interests of groups of influence for the effective management of the firm (e.g., Freeman, 1984). It assumes that the firm has relationships with numerous stakeholders who have the capacity to influence the direction of the firm and/or who have a stake in the actions of the firm (Freeman, 1984; Jones, 1995). Thus, it views the firm as a complex set of stakeholder relationships (Clarkson, 1995). According to Donaldson and Preston (1995), stakeholder theory has developed along three traditions: descriptive, normative, and instrumental. The descriptive view of stakeholder theory aims to describe and explain how firms behave with respect to their stakeholders. The normative view identifies a set of moral guidelines that prescribe how firms should interact with their stakeholders. Lastly, the instrumental view of stakeholder theory establishes a connection between the management of stakeholder relationships and the attainment of a firm's performance objectives. Specifically, it asserts that developing and maintaining mutually trusting relationships with the firm's stakeholders is essential for the success of the firm because it provides a competitive advantage (Jones, 1995). Being primarily interested in the linkage between stakeholder relationships and firm performance, this study adopts an instrumental perspective. A stakeholder is “any group or individual who can affect or is affected by the achievement of the organization's objectives” (Freeman, 1984, p. 46). Based on their degree of immediate and ongoing influence on the firm and their contractual responsibilities, stakeholders can be either primary or secondary to the firm (Clarkson, 1995). Primary stakeholders are those who are essential to the firm's survival and longterm performance. They include customers, employees, suppliers, shareholders, regulators, and communities. Secondary stakeholders, who are neither contractually obliged to the firm nor provided with legal authority, consist of special interest groups and trade associations, as well as mass media and social media (Eesley & Lenox, 2006; Hult et al., 2011).


برای دانلود رایگان مقاله بررسی منابع بازاریابی سهامداران اینجا کلیک نمایید.





کلمات کلیدی:

Evidence-Based Stakeholder Marketing | edX https://www.edx.org/course/evidence-based-stakeholder-marketing-anux-ebm03x Evidence-based marketing provides the knowledge and skills needed to navigate the brave new world of digital marketing, to develop a marketing mix, and to ... [PDF]Stakeholder Marketing - The Scholarly Commons - Cornell University scholarship.sha.cornell.edu/cgi/viewcontent.cgi?article=1325&context=articles by B Lawrence - ‎2009 Oct 2, 2008 - Stakeholder Marketing: Beyond the Four Ps and the Customer. Benjamin Lawrence. Cornell University, bcl5@cornell.edu. C. B. Bhattacharya. Stakeholder Marketing: Beyond the Four Ps and the Customer ... journals.ama.org/doi/abs/10.1509/jppm.27.1.113 by CB Bhattacharya - ‎2008 - ‎Cited by 164 - ‎Related articles To better understand the full impact of marketing on society, there is an urgent need for new research that looks beyond customers as the target of marketing ... Marketing as a Tool for Stakeholder Engagement - Triple Pundit www.triplepundit.com/2011/10/marketing-tool-stakeholder-engagement/ Oct 27, 2011 - While all marketing can function in this way, I call the approach to marketing I outline below Stakeholder Engagement Marketing™ to ... The Stakeholder Marketing Mix - The 4 P's | Alex Marson | Pulse ... https://www.linkedin.com/pulse/stakeholder-marketing-mix-4-ps-alex-marson Feb 12, 2015 - In 1948, Neil borden coined the phrase the marketing mix, to describe the notion of mixing ingredients to create a successful outcome. [PDF]Marketing's Consequences: Stakeholder Marketing and ... - Insead https://sites.insead.edu/facultyresearch/research/doc.cfm?did=43992 3. Marketing's Consequences: Stakeholder Marketing and. Supply Chain CSR Issues. Marketing is an essential feature of market society. As Brenkert (2008). Searches related to stakeholder marketing how does stakeholders relate to the consumers and the community. key internal stakeholders stakeholder mapping example examples of stakeholders types of stakeholders stakeholder analysis triple bottom line marketing mix