The application of stakeholder theory to relationship marketing strategy development in a non-profit organization
David Bourget (Western Ontario)
David Chalmers (ANU, NYU)
Rafael De Clercq
Jack Alan Reynolds
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Journal of Business Ethics 75 (2):115 - 135 (2007)
Non-profit (NP) organizations present complex challenges in managing stakeholder relationships, particularly during times of environmental change. This places a premium on knowing which stakeholders really matter if an effective relationship marketing strategy is to be developed. This article presents the successful application of a model, which combines Mitchell’s theory of stakeholder saliency and Coviello’s framework of contemporary marketing practices in a leading NP organization in the U.K. A cooperative enquiry approach is used to explore stakeholder relationships, dominant marketing practices, and to surface differing perceptions about the organization’s marketing strategy. Resolving these differences sets the scene for developing choices in marketing strategy for the future.
|Keywords||empirical study non-profit organization relationship marketing strategy development stakeholder saliency|
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References found in this work BETA
Simon Knox, Stan Maklan & Paul French (2005). Corporate Social Responsibility: Exploring Stakeholder Relationships and Programme Reporting Across Leading FTSE Companies. [REVIEW] Journal of Business Ethics 61 (1):7 - 28.
Citations of this work BETA
Benjamin A. Neville, Simon J. Bell & Gregory J. Whitwell (2011). Stakeholder Salience Revisited: Refining, Redefining, and Refueling an Underdeveloped Conceptual Tool. [REVIEW] Journal of Business Ethics 102 (3):357-378.
Karan Sonpar, Federica Pazzaglia & Jurgita Kornijenko (2010). The Paradox and Constraints of Legitimacy. Journal of Business Ethics 95 (1):1 - 21.
Frances Bowen, Aloysius Newenham-Kahindi & Irene Herremans (2010). When Suits Meet Roots: The Antecedents and Consequences of Community Engagement Strategy. [REVIEW] Journal of Business Ethics 95 (2):297 - 318.
Gordon Liu & Wai-Wai Ko (2011). An Analysis of Cause-Related Marketing Implementation Strategies Through Social Alliance: Partnership Conditions and Strategic Objectives. Journal of Business Ethics 100 (2):253-281.
Salla Laasonen, Martin Fougère & Arno Kourula (2012). Dominant Articulations in Academic Business and Society Discourse on NGO–Business Relations: A Critical Assessment. [REVIEW] Journal of Business Ethics 109 (4):521-545.
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