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Journal of the Academy of Marketing Science

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21.06.2022 | Conceptual/Theoretical Paper

Moving the stakeholder journey forward

verfasst von: Linda D. Hollebeek, V. Kumar, Rajendra K. Srivastava, Moira K. Clark

Erschienen in: Journal of the Academy of Marketing Science | Ausgabe 1/2023

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Abstract

Though the customer journey (CJ) is gaining traction, its limited customer focus overlooks the dynamics characterizing other stakeholders’ (e.g., employees’/suppliers’) journeys, thus calling for an extension to the stakeholder journey (SJ). Addressing this gap, we advance the SJ, which covers any stakeholder’s journey with the firm. We argue that firms’ consideration of the SJ, defined as a stakeholder’s trajectory of role-related touchpoints and activities, enacted through stakeholder engagement, that collectively shape the stakeholder experience with the firm, enhances their stakeholder relationship management and performance outcomes. We also view the SJ in a network of intersecting journeys that are characterized by interdependence theory’s structural tenets of stakeholder control, covariation of interest, mutuality of dependence, information availability, and temporal journey structure, which we view to impact stakeholders’ journey-based engagement and experience, as formalized in a set of Propositions. We conclude with theoretical (e.g., further research) and practical (e.g., SJ design/management) implications.

Vorheriger Artikel Emergence in marketing: an institutional and ecosystem framework

Nächster Artikel The value of context-specific studies for marketing

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Titel: Moving the stakeholder journey forward
verfasst von: Linda D. Hollebeek
V. Kumar
Rajendra K. Srivastava
Moira K. Clark
Publikationsdatum: 21.06.2022
Verlag: Springer US
Erschienen in: Journal of the Academy of Marketing Science / Ausgabe 1/2023
Print ISSN: 0092-0703
Elektronische ISSN: 1552-7824
DOI: https://doi.org/10.1007/s11747-022-00878-3

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Abstract

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Springer Professional "Wirtschaft+Technik"

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Weitere Artikel der Ausgabe 1/2023

An extended health belief model for COVID-19: understanding the media-based processes leading to social distancing and panic buying

A multi-system organizing framework for inter-firm control: a comprehensive perspective on control

What drives digital engagement with sponsored videos? An investigation of video influencers’ authenticity management strategies

Emergence in marketing: an institutional and ecosystem framework

Healthy in the wrong way: Mismatching of marketers’ food claim use and consumers’ preferences in the United States but not France

Advancing customer diversity, equity, and inclusion: Measurement, stakeholder influence, and the role of marketing