Stakeholders Management Systems: Empirical Insights from Relationship Marketing and Market Orientation Perspectives

J. Madariaga and Carmen Valor

Journal of Business Ethics, 2007, vol. 71, issue 4, 425-439

Abstract: This paper explores the managerial aspects of the relationship with stakeholders, under the assumption that transfer of knowledge is being made from relationship marketing and market orientation perspectives. These marketing tools may prove useful to manage the relationship with other stakeholders, as has been the case with customers. This study focuses on a sample of Spanish companies representing 43% of listed companies with the largest market capitalization. Given that this is the first time that corporate relationship with stakeholders is analyzed in Spain, a qualitative technique (case analysis) was used. The main conclusion of the study is that most of the participant companies have a reactive position vis-Ã -vis stakeholders management systems. This attitude is reflected in their concern exclusively about ethical indexes managers. Copyright Springer Science+Business Media, Inc. 2007

Keywords: stakeholders; stakeholders management systems; corporate social responsibility; market orientation; relationship marketing; case analysis; ethical indexes managers (search for similar items in EconPapers)
Date: 2007
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Citations: View citations in EconPapers (13)

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DOI: 10.1007/s10551-006-9149-7

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