Online citations, reference lists, and bibliographies.
← Back to Search

Stakeholder Marketing: Theoretical Foundations And Required Capabilities

B. Hillebrand, P. Driessen, O. Koll
Published 2015 · Business

Save to my Library
Download PDF
Analyze on Scholarcy
Share
This conceptual paper argues that the marketing discipline should move away from its rather restrictive focus on customers toward a view of marketing that acknowledges the interrelatedness of stakeholders. Building on multiplicity theory, this paper presents stakeholder marketing as a revised perspective on marketing that views stakeholder networks as continuous instead of discrete multiplicities. This revised perspective offers a better understanding of stakeholder networks where (1) value exchange has become complex rather than dyadic, (2) tension between stakeholder interests has become explicit rather than implicit, and (3) control over marketing activities has become dispersed rather than centralized. The paper conceptualizes capabilities required by firms for dealing with each of these three transitions: systems thinking, paradoxical thinking, and democratic thinking. The paper discusses implications for firm performance, marketing theory, empirical research, and marketing practice and argues that embracing stakeholder marketing helps to reclaim territory for marketing in academia and business.
This paper references
10.5860/choice.48-1825
Encyclopedia of political theory
M. Bevir (2010)
10.1177/0276146707302836
Marketing Systems—A Core Macromarketing Concept
R. Layton (2007)
Greenpeace takes on Europe's biggest carmaker… and wins
Greenpeace (2013)
10.1177/002224299405800401
Dyadic Business Relationships within a Business Network Context
J. C. Anderson (1994)
Co-opetition
A M Brandenburger (1997)
10.1111/J.1540-5885.2012.01004.X
Integrating Multiple Stakeholder Issues in New Product Development : An Exploration
P. Driessen (2010)
10.5860/choice.44-6931
Firms of Endearment: How World-Class Companies Profit from Passion and Purpose
R. Sisodia (2003)
10.2307/41165886
Conflict and Strategic Choice: How Top Management Teams Disagree
K. Eisenhardt (1997)
10.1108/03090561111095667
Market systems, stakeholders and value propositions
Stephen L. Vargo (2011)
10.1177/002224299205600402
The Changing Role of Marketing in the Corporation
F. Webster (1992)
10.5465/AME.2004.14776168
Special Topic: Democracy in and Around Organizations Is organizational democracy worth the effort?
J. S. Harrison (2004)
Social network analysis: Methodology and applications
S. Wasserman (1994)
10.1007/S11747-007-0065-X
Extending the service-dominant logic: from customer centricity to balanced centricity
E. Gummesson (2008)
Community-powered problem solving.
Francis J. Gouillart (2013)
10.1016/J.INDMARMAN.2010.02.016
Stakeholder theory and practice in Europe and North America: The key to success lies in a marketing approach
Michele Jurgens (2010)
Marketing systems: a core macromarketing
R A. (2007)
10.1108/EB028831
STAKEHOLDER MISMATCHING: A THEORETICAL PROBLEM IN EMPIRICAL RESEARCH ON CORPORATE SOCIAL PERFORMANCE
D. Wood (1995)
10.1002/9780470755679.CH5
Economic Action and Social Structure: the Problem of Embeddedness
Mark S. Granovetter (1985)
10.1016/J.HITECH.2003.09.004
The role of paradoxical logic in innovation: The case of Intel
Patricia M. Norman (2004)
10.1177/0092070303258971
Corporate social responsibility and marketing: An integrative framework
I. Maignan (2004)
10.1007/S11747-010-0200-Y
Expanding understanding of service exchange and value co-creation: a social construction approach
B. Edvardsson (2011)
A new philosophy of society; assemblage theory and social complexity
M. DeLanda (2006)
10.1177/002224298304700409
Marketing Theory with a Strategic Orientation
G. Day (1983)
10.5465/AMR.1995.9503271994
A Stakeholder Framework for Analyzing and Evaluating Corporate Social Performance
M. Clarkson (1995)
When TED Lost Control of Its Crowd
Nilofer Merchant (2013)
10.1177/0276146710397369
A Stakeholder-Unifying, Cocreation Philosophy for Marketing
R. Lusch (2011)
10.1509/jmkg.75.4.183
Closing the Marketing Capabilities Gap
G. Day (2011)
10.1177/002224379903600404
Buyer–Seller Relationships in Business Markets
J. D. Cannon (1999)
10.1111/J.1467-6486.1992.TB00657.X
STAKEHOLDER‐AGENCY THEORY
C. W. Hill (1992)
10.1177/0092070304264989
Firm-to-firm and interpersonal relationships: Perspectives from advertising agency account managers
Diana L. Haytko (2004)
10.1007/S11747-010-0223-4
Market-focused sustainability: market orientation plus!
G. Hult (2011)
10.2307/1252308
The Commitment-Trust Theory of Relationship Marketing
Robert M. Morgan (1994)
A holistic market
C. Mele (2015)
10.1016/0022-5428(93)90045-Q
The Fifth Discipline: The Art and Practice of the Learning Organization
Gustavo Stubrich (1993)
10.4135/9781483327723
Networks in Marketing
D. Iacobucci (1996)
10.1007/S13162-011-0002-5
Stakeholder marketing: a definition and conceptual framework
G. T. M. Hult (2011)
1967).Marketing systems: An introductory analysis
G. Fisk (1967)
10.1177/0276146707311290
A Macromarketing Ethics Framework: Stakeholder Orientation and Distributive Justice
O. C. Ferrell (2008)
Marketing Management: A Value-Creation Process
P. Dubois (2005)
10.2307/2150945
Democracy and Its Critics
G. Powell (1989)
10.1177/1094670510375601
Managing Marketing Channel Multiplicity
G. H. van Bruggen (2010)
Service Management and Marketing: Managing the Moments of Truth in Service Competition
Christian Grönroos (1990)
10.1007/S11747-014-0383-8
A holistic market conceptualization
C. Mele (2015)
10.1509/jppm.13.023
Broadening the Paradigm of Marketing as Exchange: A Public Policy and Marketing Perspective
R. Hill (2014)
10.9774/GLEAF.4700.2005.WI.00009
Expanding the Value Horizon
C. Laszlo (2005)
Toward a service-dominant logic-based theory of the market
Stephen L. Vargo (2011)
Bergsonism
G. Deleuze (1988)
A framework for conceptual contributions
D. J. MacInnis (2011)
Practice management.
P. P. Williams (2005)
10.1177/002224298304700108
Effects of Time Compression on Attitudes and Information Processing
Mary Jane Rawlins Schlinger (1983)
10.4088/PCC.V06N0111
Terms of Endearment.
C. G. Wolff (2004)
10.1016/S0148-2963(01)00259-4
Network competence: Its impact on innovation success and its antecedents
T. Ritter (2003)
10.5465/AMR.1999.1893939
Emotional Capability, Emotional Intelligence, and Radical Change
Q. Huy (1999)
10.5465/AMR.1991.4279002
STRATEGIC RESPONSES TO INSTITUTIONAL PROCESSES
C. Oliver (1991)
10.5465/AMR.2006.21318923
Orchestrating Innovation Networks
C. Dhanaraj (2006)
10.1177/017084069601700101
Paradox, Defense and Attachment: Accessing and Working with Emotions and Relations Underlying Organizational Change
R. Vince (1996)
10.5465/AMR.1997.9711022105
Toward a Theory of Stakeholder Identification and Salience: Defining the Principle of who and What Really Counts
R. Mitchell (1997)
10.2307/256633
Distinguishing the Effects of Functional and Dysfunctional Conflict on Strategic Decision Making: Resolving a Paradox for Top Management Teams
Allen C. Amason (1996)
10.1007/978-0-387-35973-1_39
Agent-Based Models
S. D. Marchi (2008)
10.1177/009207039502300402
Relationship marketing of services—growing interest, emerging perspectives
L. Berry (1995)
10.1177/002224299806200307
Effects of Supplier Market Orientation on Distributor Market Orientation and the Channel Relationship: The Distributor Perspective
Judy A. Siguaw (1998)
10.1509/jppm.24.1.137.63891
Journal Evolution and the Development of Marketing
D. Lehmann (2005)
10.1509/jmkg.75.4.136
A Framework for Conceptual Contributions in Marketing
Deborah J. MacInnis (2011)
The decline and dispersion of marketing competence
A. Malter (2005)
10.5465/AMR.1989.4308389
Using Paradox to Build Management and Organization Theories
M. S. Poole (1989)
10.1089/tmj.1.1996.2.333
"Wellsprings of Knowledge: Building and Sustaining the Sources of Innovation"
Robert Kevin Grigsby (1996)
10.1177/135050840293012
Thinking with AND: Management Concepts and Multiplicities
A. Styhre (2002)
10.1007/S11747-007-0069-6
Service-dominant logic: continuing the evolution
Stephen L. Vargo (2008)
Multiplicity
N. Tampio (2010)
10.1007/S11747-010-0216-3
Mindful consumption: a customer-centric approach to sustainability
J. Sheth (2011)
10.1509/jmkg.68.1.73.24037
Relationship Governance in a Supply Chain Network
Kenneth H. Wathne (2004)
10.5267/J.USCM.2014.9.002
The customer relationship management process: its measurement and impact on performance
N. Azad (2015)
10.1509/jppm.27.1.113
Stakeholder Marketing: Beyond the Four Ps and the Customer
C. Bhattacharya (2008)
10.5465/AMR.2000.3707712
Exploring Paradox: Toward a More Comprehensive Guide
Marianne W. Lewis (2000)
10.1177/017084069301400104
Paradoxical Thinking and Change in the Frames of Reference
A. Westenholz (1993)
Toward a theory of paradox: a dynamic equilibriummodel of organizing.Academy
W. K. Smith (2011)
Journal evaluation and the development
D R. (2005)
10.1086/228311
Economic Action and Social Structure: The Problem of Embeddedness
Mark S. Granovetter (1985)
10.1509/jppm.29.1.4
The New Marketing Myopia
N. C. Smith (2010)
10.1007/S11747-013-0331-Z
Elevating marketing: marketing is dead! Long live marketing!
F. Webster (2013)
10.1177/0276146711405529
Conflicting Stakeholder Interests and Natural Gas
J. Lewin (2011)
10.1509/jmkg.2005.69.4.167
A Strategic Framework for Customer Relationship Management
Adrian Payne (2005)
10.1108/03090561111095676
A stakeholder perspective of the value proposition concept
Pennie Frow (2011)
10.1509/jmkg.73.6.198
The Debate over Doing Good: Corporate Social Performance, Strategic Marketing Levers, and Firm-Idiosyncratic Risk
X. Luo (2009)
10.1002/SMJ.743
Stakeholders, Reciprocity, and Firm Performance
Douglas A. Bosse (2009)
Marketing Systems: An Introductory Analysis
G. Fisk (1967)
10.1007/S10551-006-0015-4
Stakeholder Multiplicity: Toward an Understanding of the Interactions between Stakeholders
B. Neville (2006)
10.5465/AMR.1995.9507312924
INSTRUMENTAL STAKEHOLDER THEORY: A SYNTHESIS OF ETHICS AND ECONOMICS
T. Jones (1995)
Greenpeace takes on Europe ’ s biggest carmaker ... and wins !
C. Grönroos (2013)
10.1177/002224297203600209
A Generic Concept of Marketing
P. Kotler (1972)
The Service Delivery Network (SDN): a customer-centric perspective of the customer journey
S. S. Tax (2013)
10.5465/AMR.1986.4284013
Strategic Management of the Socially Responsible Firm: Integrating Management and Marketing Theory
K. B. Murray (1986)
10.1017/CBO9781139192675.003
Strategic Management: A Stakeholder Approach
R. Freeman (1984)
Getting brand communities right
S. Fournier (2009)
10.4324/9781315830254
Time and Free Will
H. Bergson (1889)
Getting brand communities right
L. Lee (2009)
10.1007/S10551-010-0596-9
Cooperation in Stakeholder Networks: Firms’ ‘Tertius Iungens’ Role
Elisabet Garriga (2009)
10.1509/JPPM.28.2.259
The American Marketing Association's New Definition of Marketing: Perspective and Commentary on the 2007 Revision
G. Gundlach (2009)
10.1177/1094670506294666
The Path to Customer Centricity
Denish Shah (2006)
10.5465/AMR.1999.12600806
Stakeholder Management and Organizational Wealth.
L. Preston (1999)
10.1016/0167-8116(91)90018-3
Incorporating distribution into new product diffusion models
J. M. Jones (1991)
The cocreation of value
C. K. Prahalad (2004)
10.1002/SMJ.820
Corporate Responsibility and Financial Performance: The Role of Intangible Resources
Jordi Surroca (2010)
10.1287/orsc.1100.0568
The Missing Link: The Effect of Customers on the Formation of Relationships Among Producers in the Multiplex Triads
A. Shipilov (2012)
10.1509/jppm.29.1.52
Managing Conflicting Stakeholder Interests: An Exploratory Case Analysis of the Formulation of Corporate Social Responsibility Standards in the Netherlands
Paul T. M. Ingenbleek (2010)
10.1002/SMJ.759
Stakeholder relations and the persistence of corporate financial performance
Jaepil Choi (2009)
10.5860/choice.50-0375
The Wide Lens: A New Strategy for Innovation
R. Adner (2012)
10.1177/00222429990634s115
“Foreseeing” Marketing
Rohit Deshpandé (1999)
10.1016/S0007-6813(99)80069-X
Creating the boundaryless organization
R. Ashkenas (1999)
Marketing behavior and executive action : a functionalist approach to marketing theory
W. Alderson (1957)
Getting brand communities right.Harvard
S. Fournier (2009)
Expanding the value horizon : how stakeholder value contributes to competitive advantage
C. Laszlo (2005)
10.2307/1289333
Democracy and Its Critics
Cary Coglianese (1990)
10.1509/jppm.29.1.97
Stakeholder Marketing 2.0
Bhaskar Chakravorti (2010)
10.1509/jm.12.0089
Corporate Social Responsibility in Business-to-Business Markets: How Organizational Customers Account for Supplier Corporate Social Responsibility Engagement
C. Homburg (2013)
10.5465/amr.2009.0223
TOWARD A THEORY OF PARADOX : A DYNAMIC EQUILIBRIUM MODEL OF ORGANIZING
W. Smith (2011)
10.5465/AMR.1997.9711022107
Moving Beyond Dyadic Ties: A Network Theory of Stakeholder Influences
Tim J. Rowley (1997)
10.5465/AMR.1999.1893932
Divergent Stakeholder Theory
R. Freeman (1999)
10.1177/002224299405800404
The Capabilities of Market-Driven Organizations
G. S. Day (1994)
10.1016/J.JBUSRES.2012.09.009
Mechanisms for Stakeholder Integration: Bringing Virtual Stakeholder Dialogue into Organizations
P. Driessen (2012)
10.1509/jmkg.68.1.1.24036
Evolving to a New Dominant Logic for Marketing
Stephen L. Vargo (2004)
10.2307/2579267
Social Exchange Theory
K. Cook (1989)
10.5465/AMR.1999.1893929
Convergent Stakeholder Theory
T. Jones (1999)
10.1080/19416520.2010.495581
Stakeholder Theory: The State of the Art
Bidhan L. Parmar (2010)
10.2307/2392589
Organizational strategy, structure, and process.
R. E. Miles (1978)
10.1509/JMKG.70.4.37
Creating a Market Orientation: A Longitudinal, Multifirm, Grounded Analysis of Cultural Transformation
G. Gebhardt (2006)
10.1037/0022-3514.69.2.318
Preference for Consistency: The Development of a Valid Measure and the Discovery of Surprising Behavioral Implications
R. Cialdini (1995)
10.4324/9781912281046
Marketing myopia.
S. Macstravic (1998)
10.1016/J.INDMARMAN.2010.06.026
It's all B2B…and beyond: Toward a systems perspective of the market
Stephen L. Vargo (2011)
10.1111/JPIM.12102
The Effect of Selective Openness on Value Creation in User Innovation Communities
Kerstin Balka (2014)
10.1509/jmkg.73.2.14
Understanding the Marketing Department's Influence within the Firm
P. Verhoef (2009)
10.5465/AMR.1995.9503271992
The Stakeholder Theory of the Corporation: Concepts, Evidence, and Implications
T. Donaldson (1995)
10.1108/03090560510610789
Balanced versus focused responsiveness to core constituencies and organizational effectiveness
O. Koll (2005)
10.1509/jmkg.70.4.136
Factors Influencing the Effectiveness of Relationship Marketing: A Meta-Analysis
Robert W. Palmatier (2006)
10.1177/002224297503900405
Marketing as Exchange
R. Bagozzi (1975)
10.1177/002224298705100202
Developing Buyer-Seller Relationships
F. Dwyer (1987)
Social Psychology: Sociological Perspectives
R. Turner (2017)



This paper is referenced by
Aalborg Universitet Organizing for interorganizational learning in service networks
Jean-Paul De Cros Peronard (2019)
10.1007/s13162-020-00179-4
The changing role of marketing: transformed propositions, processes and partnerships
K. Storbacka (2020)
Value creation in strategic alliances
A. Sadovnikova (2015)
'Examining international students’ expectations of third-party community engagement as a value co-creation mechanism
D. Fleischman (2019)
10.1016/j.jbusres.2019.09.013
Social dynamics and stakeholder relationships in personal branding
G. Dumont (2020)
10.1017/9781108123495.009
Motivating Boundary-Spanning Employees to Engage External Stakeholders: Insights from Stakeholder Marketing
C. B. Bhattacharya (2019)
10.1177/1524500418761626
Protocols for Stakeholder Participation in Social Marketing Systems
P. McHugh (2018)
10.1016/J.JBUSRES.2018.07.015
Co-creating corporate brand identity with online brand communities: A managerial perspective
A. Essamri (2019)
10.1108/TLO-08-2018-0137
Organizing for Inter-Organizational Learning in Service Networks.
J. Peronard (2019)
10.1016/J.JBUSRES.2016.03.047
Motives and resources for value co-creation in a multi-stakeholder ecosystem: A managerial perspective
R. Pera (2016)
10.1016/j.indmarman.2019.10.006
Value propositions as market-shaping devices: A qualitative comparative analysis
Suvi Nenonen (2020)
10.1111/IJMR.12199
Key to Effective Organizational Performance Management Lies at the Intersection of Paradox Theory and Stakeholder Theory
Jonathan Pinto (2019)
10.1108/JOSM-12-2018-0396
A framework for sustainable service system configuration: Exploring value paradoxes with examples from the hospitality industry
A. V. Riel (2019)
10.1007/S11747-015-0442-9
The role of organizational learning in stakeholder marketing
J. A. Mena (2015)
10.1109/TEM.2020.2972037
The Transformational Impact of Blockchain Technology on Business Models and Ecosystems: A Symbiosis of Human and Technology Agents
Sabrina Schneider (2020)
Brand co-creation with multiple stakeholders and implications for corporate brand management in South Africa
Mankwe Olivia Sithole (2018)
10.1007/978-3-030-53277-2_54
Analytical Support of the Retailer’s Purchasing Activity Security
Y. Tatarovsky (2020)
10.1007/s13162-020-00161-0
Designing conceptual articles: four approaches
E. Jaakkola (2020)
Development of the stakeholder marketing at the enterprises in transportation and logistic system
N. Popova (2016)
10.1016/J.JBUSRES.2019.08.015
The role of inter-firm dispersion of international marketing capabilities in marketing strategy and business outcomes
Itzhak Gnizy (2019)
Managing innovation projects with multiple stakeholders : exploring the required capabilities
K. Kemeter (2016)
10.24384/epnr-pm98
How do brand managers conceptualise brands? : an investigation in the age of the internet-based democratisation of brand management
Bjoern Asmussen (2016)
10.1016/J.JRETCONSER.2019.04.009
Bullseye: An argument for effectively managing retail stakeholder relationships
Efua Obeng (2019)
Dynamiczne zdolności marketingowe organizacji Koncepcja i wybrane obszary zastosowań
M. Mitręga (2018)
10.1016/J.EMJ.2018.03.006
Brand management: Unveiling the delusion of control
Serena Wider (2018)
10.35199/icdc.2020.47
NECESSITY OF KEY STAKEHOLDER-BASED ROLE-PLAYS FOR NPD PROJECTS -- A CASE STUDY FOR A PROJECT TEAM OF NON-INDUSTRIAL ROBOTICS IN JAPAN
Xiang Yu (2020)
10.4467/24498939ijcm.18.048.10034
Employees as Internal Stakeholders in the Concept of Sustainable Marketing – A Comparative Analysis of European and Asian Market
E. Rudawska (2018)
10.3390/su12093932
New Business Models Based on Multiple Value Creation for the Customer: A Case Study in the Chemical Industry
Iveta Šimberová (2020)
10.4102/SAJBM.V50I1.318
An empirical examination of the influencers of premature decline of African clusters: Evidence from textile clusters in Ghana
Lydia Asare-kyire (2019)
10.1016/j.spc.2020.07.019
The impact of corporate social responsibility on customer loyalty: The mediating role of corporate reputation, customer satisfaction, and trust
Tahir Islam (2021)
Managing economic growth: marketing, management and innovations
Serhii Mykolaiovych Illiashenko (2016)
Fruits From the Tree of Sustainability. Value Creation in Green Strategic Partnerships
A. Sadovnikova (2016)
See more
Semantic Scholar Logo Some data provided by SemanticScholar