Essays On Stakeholder Networks In Marketing
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Essays On Stakeholder Networks In Marketing
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Author : Franziska Schmid
language : en
Publisher:
Release Date : 2022
Essays On Stakeholder Networks In Marketing written by Franziska Schmid and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022 with categories.
This dissertation examines the importance of how stakeholder networks can generate insights for marketers. Although there has been ample research on some types of stakeholder networks in the marketing literature (e.g., customers), not all stakeholder networks have been given equal attention. In the introduction of this dissertation, I discuss the different types of stakeholder networks, including networks of customers, employees, and suppliers, as well as networks of firms' followers on social media. The following essays address gaps in the marketing literature by examining how data on two specific networks of stakeholders (salespeople and social media followers) can aid firms in identifying potentially valuable marketing strategies. The first essay uses novel data to identify network ties between salespeople at a business-to-business (B2B) firm. Using this data on network ties, I measure salespeople's social capital within the firm. I then distinguish how the effect of social capital on B2B sales is distinct from other categories of intellectual capital (i.e., human and organizational capital). I find that categories of intellectual capital have heterogenous impacts on salespeople's success across different selling types (e.g., customer acquisitions, rebuying, and cross-selling). Among selling types, human capital is most beneficial for rebuying and social capital for cross-selling. In the second essay, I demonstrate how to use standard network analysis methods and community detection algorithms common in computer science to identify segments of followers using a large organization's social media account. Many firms only apply a mass marketing strategy without targeting content to specific follower segments. I use four community detection methods to identify segments of social media followers with common connections or interests. My results show that among all methods tested, the algorithm that utilizes both network connections and follower interests as inputs to detect "communities" generates segments with the most specific community characteristics. These results suggest that firms can leverage their existing social network data to detect communities based on follower connections and interests, enabling more granular marketing strategies. I conclude by discussing future directions for stakeholder network research.
Stakeholder Thinking In Marketing
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Author : Michael Jay Polonsky
language : en
Publisher: Emerald Group Publishing
Release Date : 2005
Stakeholder Thinking In Marketing written by Michael Jay Polonsky and has been published by Emerald Group Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005 with Corporations categories.
Stakeholder thinking in marketingStakeholder thinking is becoming a "core" part of marketing as well as other businessrelated disciplines. A search of the business source primmer database found that priorto 1995 there are 58 articles using the term stakeholder in their title and 27 academicmarketing related articles with stakeholder as a key term. The interest in stakeholdertheory has however grown rapidly, between January 2000 and November 2004 therewere 228 articles using stakeholder theory in the title and 140 academic marketingrelated journal articles that examined stakeholder issues. In fact the American Marketing Association's (AMA, 2004) new definition ofmarketing expressly incorporates our responsibility to consider how marketingactivities impact stakeholders:Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways thatbenefit the organization and its stakeholders. Thus the AMA has recognised the core role of stakeholder thinking. While there is an increased interest in stakeholder thinking in marking, anexamination of the literature would seem to suggest that there is no unified view ofhow stakeholder thinking can be or should be integrated into theory or practice. Manyof the stakeholder works, marketing and in other disciplines, still focus on the socialand ethical impacts of stakeholders. This may have been where much off stakeholderthinking initially gained its prominence, but it is a broader strategic tool that canbenefit a range of areas and was in fact the focus of Freeman's (1984) original work inthe area. This is not to suggest that the general strategic implications of stakeholderthinking are not being consider, as an increasingly number of works are looking atstakeholder implications in regards to exchange networks, relationship marketing, andother issues related to strategy development. The papers in this special issue have considered a range of varying perspectivesincluding: corporate social responsibility, the impact of interacting with stakeholders, relationship issues, and broader discussions of stakeholder theory as a strategic tool. These papers have taken a diverse range of perspectives including conceptual works, case studies, qualitative approaches, and various empirical approaches to examiningthe issues of interest within various pieces. The scope of papers included in the special, as well as those not included, identifies the breadth of relevance stakeholder thinkinghas for the application of all aspects of marketing theory and practice. The question of how stakeholders and stakeholder theory can be considered inorganisational activities and marketing theory is an issue that most certainly seems towarrant further consideration. The works in this special issue have advanced thisdebate and identified some directions that could be considered. Stakeholder thinking ishowever not necessarily a paradigm shift in marketing thinking, although some mightbelieve it is, but rather it broadens existing concepts such as relationship marketing, network theory, organisational social responsibility and other areas. Hopefully thepapers presented in this special issue will encourage others to consider the inclusion ofstakeholders into broader areas of marketing. Any special issue editor has to thank a range of people for assistance withdeveloping the special issue. I would like to thank Audrey Gilmore and David Carson, editors of EJM, for allowing the special issue to be developed. Their input through theprocess has been invaluable. I would also like to thank the many authors ofunsuccessful papers for submitting their work. It was of course impossible to includeall papers in the special issue, but the breadth of coverage, in regards to topics andgeographic areas would seem to demonstrate the growing interest in stakeholderthinking within marketing. Lastly, it is imperative that I thank the reviewers, withouttheir assistance the special issue would not have been possible. The following peoplereviewed papers for the special issue:. Anupam Jaju - Gorge Mason University;. Bill Kilbourn - Clemson University;. Bob Heiser - New Mexico State University;. Catherine Elder, [email protected] . ;. Cathy L. Hartman - Utah State University;. David Waller - University of Technology Sydney;. David Stewart - Monash University;. Devashish Pujari - McMaster University;. Dr Russell Casey - Clayton State University;. Duane Windsor - Rice University;. Edwin R. Stafford - Utah State University;. Felix Mavondo - Monsah University;. Frank de Bakker - University of Amsterdam;. Hamish Ratten - University of Queensland;. J. Tomas Gomez Arias - St Mary's College of California;. Jeanne M. Logsdon - University of New Mexico; . John F. Mahon - University of Main;. John Stanton - University of Western Sydney;. Kamal Ghose - University of South Australia;. Kelly Strong - Iowa State University;. Kirk Davidson - Mount St Mary's University;. Kim E. Schatzel - University of Michigan-Dearborn;. Les Carlson - Clemson University;. Linda McGilvray - Massey University;. Marie-Louise Fry - University of Newcastle, Australia;. Mary McKinley - ESCEM School of Business and Management;. Michael Beverland - Monsah University;. Michael Hyman - New Mexico State University;. Mike McCardle - Western Michigan University;. Mike Reid - Monash University;. Nick Grigoriou - Royal Melbourne Institute of Technology;. Peter Scholem - Monash University;. Rita Ferreira - University of Navarra;. Romana Garma - Victoria University, Australia;. Ruhi Yahan - Victoria University, Australia;. Rujirutana Mandhachitara - Long Island University;. Sabrina Helm - Heinrich-Heine University, Duesseldorf;. Scott Vitell - The University of Mississippi;. Sema Sakarya - Bogazici University;. Srikanth Beldona - University of Delaware;. Stacey Hills - Utah State University;. Taras Danko - National Technical University;. Ulrich Orth - Oregon State University; and. William E. Martello - St Edwards University. Michael Jay PolonskyGuest EditorPreviously published in: European Journal of Marketing, Volume 39, Number 9/10, 2005
Marketing And The Common Good
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Author : Patrick E. Murphy
language : en
Publisher: Routledge
Release Date : 2013-07-24
Marketing And The Common Good written by Patrick E. Murphy and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-07-24 with Business & Economics categories.
Marketing is among the most powerful cultural forces at work in the contemporary world, affecting not merely consumer behaviour, but almost every aspect of human behaviour. While the potential for marketing both to promote and threaten societal well-being has been a perennial focus of inquiry, the current global intellectual and political climate has lent this topic extra gravitas. Through original research and scholarship from the influential Mendoza School of Business, this book looks at marketing’s ramifications far beyond simple economic exchange. It addresses four major topic areas: societal aspects of marketing and consumption; the social and ethical thought; sustainability; and public policy issues, in order to explore the wider relationship of marketing within the ethical and moral economy and its implications for the common good. By bringing together the wide-ranging and interdisciplinary contributions, it provides a uniquely comprehensive and challenging exploration of some of the most pressing themes for business and society today.
Let A Thousand Flowers Bloom Essays In Commemoration Of Prof Dr Ren Wagenaar
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Author : H. Bouwman
language : en
Publisher: IOS Press
Release Date : 2008-05-20
Let A Thousand Flowers Bloom Essays In Commemoration Of Prof Dr Ren Wagenaar written by H. Bouwman and has been published by IOS Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-05-20 with Computers categories.
This book commemorates Prof. Dr. René Wagenaar and illustrates the impact he had on research and discussions on research topics. It is divided into four parts, each part relating to a specific area of Prof. Wagenaar’s career and also more or less reflecting the work he did at the three universities that played a role in his career, i.e. Erasmus University of Rotterdam, the Free University of Amsterdam and Delft University of Technology. The first part of the book describes how Prof. Wagenaar started working on EDI and inter-organizational systems at Erasmus University. At the Free University, his research coincided with the Internet growth and hype, and he became focused on e-Commerce and the role of Virtual Merchant, as discussed in part two. In 2001, he assumed his position at Delft, and refocused his research on e-Government, and on infrastructure and service-related projects. At Delft, socio-technological designs have a prominent position in both education and research. His involvement in and impact on research and education starting from a socio-technical approach are discussed in contributions in part three. In part four, some contributions are bundled that address a number of issues in which Prof. Wagenaar was interested and left his marks on, like mobile technologies, business models, privacy issues and standardization.
Network And Relationship Allocation And Identification For The Red Bull Company In Thailand
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Author : Benjamin Bach
language : en
Publisher: GRIN Verlag
Release Date : 2007-07-02
Network And Relationship Allocation And Identification For The Red Bull Company In Thailand written by Benjamin Bach and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007-07-02 with Business & Economics categories.
Essay from the year 2007 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1st, University of Lincoln (Faculty of Business & Law), course: Global Relationship Marketing, language: English, abstract: This report critically analyses the network allocation and identification for the Red Bull Company in Thailand, and highlights strategic focal net implications in developing this emerging market. The first part of this report will determine major focal networks in Thailand by applying theoretical models to highlight and categorise the most crucial key market domains Red Bull needs to be connected with, while consolidating a position in the Thai functional beverage market. The second part of this essay aims to identify possible strategic implications, in order to build a solid and long-lasting position in the Thai market while collaborating with its potential network constituents. As business networks are getting increasingly important as a powerful tool for strategic business development (McAuley, 2001) and uncertainty attenuation whilst expanding business operations in foreign countries (Hollensen, 2004).
Essays On The Role Of Social Interactions And Networks In Marketing
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Author : Hema Yoganarasimhan
language : en
Publisher:
Release Date : 2000
Essays On The Role Of Social Interactions And Networks In Marketing written by Hema Yoganarasimhan and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2000 with categories.
Convincing Political Stakeholders
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Author : Klemens Joos
language : en
Publisher: John Wiley & Sons
Release Date : 2023-08-15
Convincing Political Stakeholders written by Klemens Joos and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-08-15 with Political Science categories.
In the new edition of his standard work, the founder of one of the most successful lobbying companies in the European Union (EU), Prof. Klemens Joos, bundles experience acquired over more than three decades to form a scientific theory on governmental relations. It focusses on the insight that, in view of the increasingly complex decision-making structures of the EU, the most precise possible knowledge of decision-makers and decision-making processes is at least equally as important to success as the content aspects of interest representation. In a new chapter, the author sets out the formula for science-based interest representation developed by him from his practical experience. With the Treaty of Lisbon, which entered into force on 1 December 2009, the EU de facto became a state territory stretching from Portugal to Finland and from Ireland to Cyprus. The European Parliament became an equal-status decision-maker alongside the Council of the European Union (Council). The previous co-decision procedure was elevated to become the standard procedure ("ordinary legislative procedure"). The so-called qualified majority (55 percent of the EU member states which simultaneously represent at least 65 percent of the EU population) was introduced for all important areas in the Council. As a result, the outcome of decision-making processes has become largely incalculable for the actors on the "European Union stage" - the EU member states, EU regions, companies, associations and organisations. The second edition includes a new chapter, in which Prof. Klemens Joos makes the variables of successful interest representation even more tangible on the basis of his scientific formula: at the latest since the Treaty of Lisbon, the basic prerequisite for successful interest representation in the EU involves the continuous and close intermeshing of the affected party's content competence (of the four "classic instruments" of interest representation: corporate representative offices, associations, public affairs agencies, law firms) with process structure competence (i.e. the EU-wide maintenance of the required spatial, personnel and organisational capacities as well as strong networks across institutions, political groups and member states) on the part of an independent intermediary. The likelihood of success can be increased exponentially if success is achieved, firstly, in committing to the concern of an affected party through a change of perspective such that the positive effects on the common good are shifted into the foreground for the decision-makers in the EU (perspective change competence) and, secondly, in successfully integrating the concern into the crucial decision-making processes at the political level and continuously supporting it (process support competence). Guest authors: This work includes guest contributions from Prof. Christian Blümelhuber (Berlin University of the Arts), Prof. Anton Meyer (formerly LMU Munich), Prof. Armin Nassehi (LMU Munich) and Prof. Franz Waldenberger (Director of the German Institute of Japanese Studies, Tokyo) as well as a foreword by Prof. Gunther Friedl (Dean of the TUM School of Management) and a preface by Prof. Thomas F. Hofmann (President of TU Munich).
Stakeholder Marketing
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Author : Bas Hillebrand
language : en
Publisher:
Release Date : 2015
Stakeholder Marketing written by Bas Hillebrand and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015 with categories.
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.
The Marketization Of Nonprofits
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Author : Sophie Hersberger-Langloh
language : en
Publisher: BoD – Books on Demand
Release Date : 2020-12-18
The Marketization Of Nonprofits written by Sophie Hersberger-Langloh and has been published by BoD – Books on Demand this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-12-18 with Business & Economics categories.
This thesis deals with the concept and consequences of marketization in the nonprofit sector. Marketization describes the process of nonprofit organizations becoming more business-like and is caused, among other things, by increased competition for scarce resources, the rise of professionalism, and calls for more transparency and efficiency by funders and the public. Research about marketization is inconclusive; some researchers believe marketization can increase not only efficiency, but also effectiveness of organizations, while others fear that nonprofits lose their focus on a social mission. The four articles presented in this thesis focus on the theoretical and practical implications of nonprofits relying more on earned income, a dominant feature of marketization, and nonprofits actively and passively adopting management practices and tools from the for-profit sector, another key characteristic of increased marketization. The results show that marketization can increase the economic and social performance of an organization, and, when handled well and implemented through a clear strategic focus, foster mission achievement. Particularly the focus on beneficiaries and internal processes can help organizations to better fulfill their mission. A loss of focus on the mission must be feared if regulatory forces act on the organization without a simultaneous professionalization of management, or if an organization focuses too much on its competitors.
From Single Market To Economic Union Essays In Memory Of John A Usher
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Author : Niamh Nic Shuibhne
language : en
Publisher: OUP Oxford
Release Date : 2012-06-14
From Single Market To Economic Union Essays In Memory Of John A Usher written by Niamh Nic Shuibhne and has been published by OUP Oxford this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-06-14 with Law categories.
The path from single market to economic union is a continuing, and controversial, story; raising questions about the present and future regulation, structures, and purpose of economic union within the broader objectives of the EU legal and political order. This collection focuses on the evolution and regulation of the EU as an economic union, in tribute to the scholarship of the late Professor John A Usher. The process of treaty reform within the EU has now reached fruition and attention is being re-focused on substantive aspects of EU law and policy. The essays in the collection consider the EU internal market in its broadest sense: the fundamental free movement provisions remain at the core, but the concept of the transnational market must also accommodate competing interests to which the EU is committed but the implications of which can nonetheless distort, and thus need to be carefully balanced within, the basic free trade framework (for example, intellectual property rights and the protection of innovation, and also the implementation of social policy objectives). The collection also situates the market in its broader politico-economic context. The global economic climate remains precarious and questions about optimal financial and fiscal regulation, and monetary stability, remain critically significant, especially in a transnational context given the degree of inter-dependency generated by the EU integration project. The essays in the collection offer in-depth reflections on different 'parts' of this evolving transnational economic union, linked together as a whole by cross-cutting thematic concerns about competence and regulation, and about where and how the economic law of the EU fits within the broader integration narrative. Together, these different elements of the proposed collection demonstrate the different facets of EU economic law and its regulation; and this approach, in turn, reflects the extraordinary breadth of John Usher's remarkable contribution to scholarship.