How to deal with the complexity of a stakeholder network? The employment and development of stakeholder marketing capabilities
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2020-11-30
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en
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Over the years, stakeholders have become increasingly important for companies to be successful. However, most stakeholder literature does not reflect reality. This literature makes use of the hub-and-spokes perspective where the organization maintains dyadic relationships. In reality stakeholders can influence other stakeholders because they also share relationships. Therefore, stakeholder marketing was introduced. Stakeholder marketing takes the aspect of interconnectedness into account.
To perform stakeholder marketing efficiently companies need to develop and employ organisational capabilities. Hillebrand, Driessen, and Koll (2015) have introduced three stakeholder marketing capabilities. Since these are only theoretically described, this study focuses on the employment and development of these capabilities. This is done by reviewing CSR case studies, where stakeholders are crucial. People with overview of the cases are asked about the challenges they faced. In this way it can be explored which elements of core capabilities were employed and how, or if companies developed a capability.
Analysis shows that stakeholder management norms and values and employees’ skills and knowledge are always employed. Technical and managerial systems are only employed sometimes. The development of a capability has been found once. The company could not convince people to become customers and believed that engaging stakeholders would help them.
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Faculteit der Managementwetenschappen