Peer-Reviewed Journal Details
Mandatory Fields
Domegan, C;McHugh, P;Flaherty, T;Duane, S
2019
June
Journal Of Macromarketing
A Dynamic Stakeholders' Framework in a Marketing Systems Setting
Published
Optional Fields
ENGAGEMENT INNOVATION MATTERS POLICY
39
136
150
A marketing systems approach to stakeholders has never been more important in an increasingly interconnected world. Recognising the inherent limitations of a firm-centric stakeholder stance, this paper proposes a dynamic stakeholders framework to examine the interacting nature of interrelated and interdependent stakeholder effects from a societal perspective. It presents a systemic stakeholders framework that incorporates several defining features and core propositions based on Layton's MAS mechanisms and Coleman's Boat. The contribution of a dynamic stakeholders' marketing system framework is not so much in identifying or defining the appropriate marketing mechanisms at work but in understanding the continuous feedback nature of the macro-micro-macro everyday dynamics which stakeholders listen to, learn about and leverage to act, react and interact.
0276-1467
10.1177/0276146719835287
Grant Details
Publication Themes