Logo image
Back
A resource-based view of stakeholder marketing
Journal article   Peer reviewed

A resource-based view of stakeholder marketing

Alexander J. Kull, Jeannette A. Mena and Daniel Korschun
Journal of business research, v 69(12), pp 5553-5560
Dec 2016
DOI: https://doi.org/10.1016/j.jbusres.2016.03.063
Featured in Collection :   UN Sustainable Development Goals @ Drexel

Abstract

Marketing strategy Marketing theory Resource-based theory Stakeholder theory Stakeholder view
Despite the stakeholder view's growing popularity among marketing academics and managers, stakeholder marketing is still in its infancy. This research invigorates stakeholder marketing by integrating stakeholder theory and the resource-based view (RBV) of the firm to propose that the network of stakeholder relationships (i.e., a key component of stakeholder marketing) is, in essence, a strategic resource with the inherent potential to contribute substantively to a firm's competitive advantage and superior performance. Based on this fundamental premise, the article explores the causal chain by which the firm's network of stakeholder relationships converts into superior performance, while paying particular attention to the role of competitive advantage in this linkage. The aim of the proposed RBV of stakeholder marketing is to provide a theoretical basis to stimulate further research and, in turn, direct marketers to actions that can benefit their exchange relationships with the stakeholder network.

Metrics

18 Record Views
78 citations in Web of Science
86 citations in Scopus

Details

UN Sustainable Development Goals (SDGs)

This publication has contributed to the advancement of the following goals:

#9 Industry, Innovation and Infrastructure

InCites Highlights

Data related to this publication, from InCites Benchmarking & Analytics tool:

Collaboration types
Domestic collaboration
Web of Science research areas
Business
Logo image