Moving the stakeholder journey forward

Linda D. Hollebeek (), V. Kumar (), Rajendra K. Srivastava () and Moira K. Clark ()
Additional contact information
Linda D. Hollebeek: IPAG Business School
V. Kumar: St. John’s University
Rajendra K. Srivastava: Indian School of Business
Moira K. Clark: University of Reading

Journal of the Academy of Marketing Science, 2023, vol. 51, issue 1, No 3, 23-49

Abstract: Abstract Though the customer journey (CJ) is gaining traction, its limited customer focus overlooks the dynamics characterizing other stakeholders’ (e.g., employees’/suppliers’) journeys, thus calling for an extension to the stakeholder journey (SJ). Addressing this gap, we advance the SJ, which covers any stakeholder’s journey with the firm. We argue that firms’ consideration of the SJ, defined as a stakeholder’s trajectory of role-related touchpoints and activities, enacted through stakeholder engagement, that collectively shape the stakeholder experience with the firm, enhances their stakeholder relationship management and performance outcomes. We also view the SJ in a network of intersecting journeys that are characterized by interdependence theory’s structural tenets of stakeholder control, covariation of interest, mutuality of dependence, information availability, and temporal journey structure, which we view to impact stakeholders’ journey-based engagement and experience, as formalized in a set of Propositions. We conclude with theoretical (e.g., further research) and practical (e.g., SJ design/management) implications.

Keywords: Stakeholder journey (SJ); Customer journey (CJ); Stakeholder engagement (SE); Stakeholder experience (SX); Interdependence theory (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (5)

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DOI: 10.1007/s11747-022-00878-3

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