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A resource-based view of stakeholder marketing

机译：基于资源的利益相关者营销观点

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摘要

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 REV 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 (C) 2016 Elsevier Inc. All rights reserved.
机译：尽管利益相关者观点在营销学者和管理人员中越来越受欢迎，但利益相关者营销仍处于起步阶段。这项研究通过整合利益相关者理论和公司的基于资源的观点（RBV）来提振利益相关者营销，以提出利益相关者关系网络（即利益相关者营销的关键组成部分）实质上是具有内在价值的战略资源对公司的竞争优势和卓越绩效做出实质性贡献的潜力。在此基本前提的基础上，本文探讨了因果关系链，通过该因果关系链，公司的利益相关者关系网络可以转化为卓越的绩效，同时要特别注意竞争优势在这种联系中的作用。拟议中的利益相关者市场营销REV的目的是提供理论基础，以刺激进一步的研究，进而引导市场营销商采取有益于其与利益相关者网络（C）2016 Elsevier Inc.的交流关系的行动。保留所有权利。

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