A stakeholder perspective for analyzing market relationships

Polonsky, Michael; Schuppisser, Stefan; Beldona, Srikanth

doi:10.1023/A:1014091926179

Publication type:	Article in scientific journal
Type of review:	Peer review (publication)
Title:	A stakeholder perspective for analyzing market relationships
Authors:	Polonsky, Michael Schuppisser, Stefan Beldona, Srikanth
DOI:	10.1023/A:1014091926179
Published in:	Journal of Market-focused Management
Volume(Issue):	5
Issue:	2
Page(s):	109
Pages to:	126
Issue Date:	2002
Publisher / Ed. Institution:	Kluwer
ISSN:	1382-3019
Language:	English
Subjects:	Stakeholder management; Relationship management
Subject (DDC):	658.4: Executive Management
Abstract:	This paper proposes a framework that enables the application of stakeholder theory to the analysis of marketing relationships. By distinguishing between different types of stakeholder relationships, stretching from the positive to the negative side of relationships (i.e. the ladder of stakeholder loyalty), and describing the various relational factors (i.e. relationship orientation, trust, communication, learning, power, reciprocity and commitment) that shape a specific relationship, the proposed framework enables marketers to analyze their firm's diverse relationships. The paper provides a meaningful starting point for developing strategies to change the type of relationship with a specific stakeholder.
URI:	https://digitalcollection.zhaw.ch/handle/11475/12797
Fulltext version:	Published version
License (according to publishing contract):	Licence according to publishing contract
Departement:	School of Management and Law
Organisational Unit:	Institute for Organizational Viability (IOV)
Appears in collections:	Publikationen School of Management and Law

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Polonsky, M., Schuppisser, S., & Beldona, S. (2002). A stakeholder perspective for analyzing market relationships. Journal of Market-Focused Management, 5(2), 109–126. https://doi.org/10.1023/A:1014091926179

Polonsky, M., Schuppisser, S. and Beldona, S. (2002) ‘A stakeholder perspective for analyzing market relationships’, Journal of Market-focused Management, 5(2), pp. 109–126. Available at: https://doi.org/10.1023/A:1014091926179.

M. Polonsky, S. Schuppisser, and S. Beldona, “A stakeholder perspective for analyzing market relationships,” Journal of Market-focused Management, vol. 5, no. 2, pp. 109–126, 2002, doi: 10.1023/A:1014091926179.

POLONSKY, Michael, Stefan SCHUPPISSER und Srikanth BELDONA, 2002. A stakeholder perspective for analyzing market relationships. Journal of Market-focused Management. 2002. Bd. 5, Nr. 2, S. 109–126. DOI 10.1023/A:1014091926179

Polonsky, Michael, Stefan Schuppisser, and Srikanth Beldona. 2002. “A Stakeholder Perspective for Analyzing Market Relationships.” Journal of Market-Focused Management 5 (2): 109–26. https://doi.org/10.1023/A:1014091926179.

Polonsky, Michael, et al. “A Stakeholder Perspective for Analyzing Market Relationships.” Journal of Market-Focused Management, vol. 5, no. 2, 2002, pp. 109–26, https://doi.org/10.1023/A:1014091926179.