Value for Engagement

Donatella Padua ()

Chapter 6 in Trust, Social Relations and Engagement, 2012, pp 121-149 from Palgrave Macmillan

Abstract: Executive summary In the Internet Age, organizations need to give up their position of absolute control over stakeholders in order to transform themselves into competent dialogue-enablers, having become skilled in applying the social sciences and psychology. Establishing a conversation requires that an organization be able to create a rational profit-oriented approach combined with a non-profit emotional and non-rational behaviour on the web, with the aim of generating conversation rather than selling: the only way for two parties with different objectives to engage is to regenerate a new transactional model based on transparent rules of the game and on relational goods. I call this new model ‘value for engagement’ (VfE). VfE addresses some areas that are key in opening a dialogue with stakeholders and engaging with them: 1. Any gap in aims between web users and the brand. 2. The empowerment of web users. 3. The need for focus on trust and reciprocity. 4. The creation of relational goods. 5. The role of time in building an interaction. In summary, VfE represents the evolution of the traditional price-for-value model and is focused on the concept of the stakeholder as a person, that is, a relational, unique entity.

Keywords: Social Relation; Customer Relationship Management; Relational Good; Trust Strategy; Engagement Process (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-39125-3_6

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DOI: 10.1057/9780230391253_6

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