Stakeholder Marketing: Beyond the Four Ps and the Customer
Open accessAbstract
To better understand the full impact of marketing on society, there is an urgent need for new research that looks beyond customers as the target of marketing activities and firms as the primary intended beneficiary. A consortium of leading scholars and practitioners was convened to discuss how adopting a stakeholder perspective gives birth to a host of research questions that are relevant to the broader academic community.
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Taking into account all stakeholders and their interrelationships helps firms to better understand how to deal with complex value exchange.
“Taking into account all stakeholders and their interrelationships helps firms to better understand how to deal with complex value exchange (Bhattacharya and Korschun 2008;Frow and Payne 2011;Layton 2007).”
From Stakeholder marketing: theoretical foundations and required capabilities (2015) · cites this paper as Bhattacharya and Korschun 2008
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Stakeholder Theory: <i>The State of the Art</i>
Parmar, B. L., Freeman, R. E., Harrison, J. S., Wicks, A. C., Purnell, L., & de Colle, S. (2010) · Academy of Management Annals · doi:10.5465/19416520.2010.495581 · Cited by 2,755 · see citing works
“Frequently applications of stakeholder theory in the marketing literature serve as a warning that too much emphasis on one or a very small set of stakeholders is no longer appropriate (i.e., Bhattacharya and Korschun, 2008; Jackson, 2001; Kotler, 2003).”
BackgroundStakeholder marketing: theoretical foundations and required capabilities
Hillebrand, B., Driessen, P. H., & Koll, O. (2015) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-015-0424-y · Cited by 257 · see citing works
Carrigan, M., Moraes, C., & McEachern, M. G. (2013) · Journal of Marketing Management · doi:10.1080/0267257x.2013.798675 · Cited by 107 · see citing works
“This requires firms to acknowledge the new audiences which marketing needs to cater for, and the new metrics for monitoring progress (Bhattacharya & Korschun, 2008; Smith et al., 2010), which will inevitably present considerable challenges for luxury-fashion businesses, particularly in light of the…”
BackgroundIqbal, N., Ahmad, N., Basheer, N. A., & Nadeem, M. (2012) · International Journal of Learning and Development · doi:10.5296/ijld.v2i6.2717 · Cited by 95 · see citing works
Stakeholder theory and management: Understanding longitudinal collaboration networks
Fares, J., Chung, K. S. K., & Abbasi, A. (2021) · PLoS ONE · doi:10.1371/journal.pone.0255658 · Cited by 55 · see citing works
“From the early 2000s, stakeholder theory has shown to be a class of management theory rather than an exclusive theory, per se, by its applicability in various business domains such as business ethics [40–42], finance [43–45], accounting [46, 47], marketing [22, 48, 49] and management [21, 50, 51].”
BackgroundEsmaeelinezhad, O., Singaravelloo, K., & Boerhannoeddin, A. (2015) · International Journal of Human Resource Studies · doi:10.5296/ijhrs.v5i3.8376 · Cited by 26 · see citing works
“In this regards, Employees perceive that external and internal CSR has a positive impact on organizational identification (Bhattacharya & Korschun, 2008).”
BackgroundPerformance effects of stakeholder interaction in emerging economies: evidence from Brazil
Bandeira-de-Mello, R., Marcon, R., & Alberton, A. (2011) · BAR - Brazilian Administration Review · doi:10.1590/s1807-76922011000300007 · Cited by 22 · see citing works
“The effects of stakeholder orientation on firm performance have long been studied indirectly in Corporate Social Performance models (Barnett, 2007; Clarkson, 1995; Griffin & Manhon, 1997; McGuire, Sundgren, & Schneeweis, 1988; Waddock & Graves, 1997), and more recently in Business and Ethics (Berman et al., 1999; Hill…”
Iqbal, N., Ahmad, N., Sheeraz, M., & Bashir, N. A. (2012) · International Journal of Human Resource Studies · doi:10.5296/ijhrs.v2i4.2272 · Cited by 19 · see citing works
“In 2010, the rising importance of ―marketing stakeholder‖ was highlighted in one publication of the American Marketing Association (Bhattacharya and Korschun, 2008).”
BackgroundKorschun, D., Bhattacharya, C., & Swain, S. D. (2011) · SSRN Electronic Journal · doi:10.2139/ssrn.1856475 · Cited by 14 · see citing works
Self-citationAlmarshad, S. O., Toukabri, M. T., & Yillah, M. S. (2019) · European Journal of Sustainable Development · doi:10.14207/ejsd.2019.v8n1p82 · Cited by 9 · see citing works
Marketing's Consequences: Stakeholder Marketing and Supply Chain CSR IssuesPreprint
Smith, N. C., Palazzo, G., & Bhattacharya, C. (2010) · SSRN Electronic Journal · doi:10.2139/ssrn.1577083 · Cited by 9 · see citing works
“We then show how the perspective of “stakeholder marketing” (Bhattacharya and Korschun 2008; Smith, Drumwright and Gentile 2010) suggests a more fruitful possible response, while highlighting avenues for further research.”
BackgroundSelf-citationA Study on Marketing Strategies for Sustainable and Eco-Friendly Products
Bhargava, E. A. R. (2023) · Journal of Propulsion Technology · doi:10.52783/tjjpt.v44.i4.1694 · Cited by 6 · see citing works
“Collaborate with environmental organizations, non-governmental organizations (NGOs), or other environmentally conscious brands in order to enhance the impact of your message and expand its reach to a wider demographic (Bhattacharya &Korschun, 2015).”
BackgroundSiaw, C. A. (2025) · Strategy and Leadership · doi:10.1108/sl-10-2024-0109 · Cited by 6 · see citing works
Marketing Social ResponsibilityPreprint
Banerjee, S., & Wathieu, L. (2010) · SSRN Electronic Journal · doi:10.2139/ssrn.1588137 · Cited by 4 · see citing works
“…the goals of firms to include serving the interests of multiple “stakeholders” (including consumers, employees, society at large), replacing the conventional focus on shareholders’ interests (Robin and Reidenbach 1987, Bhattacharya and Korschun 2008, Godfrey 2005, and Bruch and Walter 2005).”
BackgroundAshton, J. K., & Pressey, A. D. (2009) · SSRN Electronic Journal · doi:10.2139/ssrn.1331407 · Cited by 3 · see citing works
Richard, A., Gandia, R., & Gardet, É. (2024) · Décisions Marketing · doi:10.3917/dm.116.0039 · Cited by 2 · see citing works
Yu, X. M., Gao, J.-W., & Washida, Y. (2020) · doi:10.35199/icdc.2020.47 · Cited by 1 · see citing works
“Since then, it has gained much attention in various fields such as corporate governance (e.g., Spitzeck & Hansen, 2010; Letza et al., 2004), public policy (e.g., Spyridaki et al., 2016), industrial policy (e.g., Koontz, 2005), and marketing (e.g., Bhattacharya & Korschun, 2008).”
BackgroundBig data approaches and outcome of information asymmetry: Opportunities for future research
Mandlik, M., & Kadirov, D. (2020) · doi:10.26686/wgtn.12786650
Ferrand, A., Chappelet, J.-L., & Séguin, B. (2012) · De Boeck Supérieur eBooks · doi:10.3917/dbu.ferra.2012.01.0021
Vikberg, V. (2010) · INFM-OAR (INFN Catania) · doi:10.5281/zenodo.204638
- Authors
- Bhattacharya, C. B., & Korschun, D.
- Affiliations
- Boston University (US)
- Corresponding author
- Bhattacharya, C.B.
- Korschun, Daniel
- Venue
- Journal of Public Policy & Marketing
- Publisher
- SAGE Publications
- Published
- 2008-04
- Volume
- 27
- Issue
- 1
- Pages
- 113-116
- ISSN
- 0743-9156 (ISSN-L)
- 1547-7207
- OpenAlex
- W1985147085
- Cited by
- 18
- References
- 0
- Citations by year
- 2025: 1 · 2024: 1 · 2023: 1 · 2021: 1 · 2020: 2 · 2019: 1 · 2015: 2 · 2013: 2 · 2012: 3
- FWCI
- 2.60
- Type
- journal article
- Language
- en
- Open access
- green
- papers.ssrn.com
- Locations
- Journal of Public Policy & Marketing (publishedVersion)
- SSRN Electronic Journal (submittedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Corporate Social Responsibility and Sustainability
- Social Sciences › Business, Management and Accounting › Strategy and Management › Corporate Social Responsibility Reporting
- Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
- Keywords
- stakeholder marketing, stakeholder perspectives, marketing mix, corporate social responsibility, stakeholder theory
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