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Moving the stakeholder journey forward
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 s...
Autores principales: | , , , |
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Formato: | Online Artículo Texto |
Lenguaje: | English |
Publicado: |
Springer US
2022
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Materias: | |
Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9211785/ https://www.ncbi.nlm.nih.gov/pubmed/35756344 http://dx.doi.org/10.1007/s11747-022-00878-3 |
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author | Hollebeek, Linda D. Kumar, V. Srivastava, Rajendra K. Clark, Moira K. |
author_facet | Hollebeek, Linda D. Kumar, V. Srivastava, Rajendra K. Clark, Moira K. |
author_sort | Hollebeek, Linda D. |
collection | PubMed |
description | 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. |
format | Online Article Text |
id | pubmed-9211785 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2022 |
publisher | Springer US |
record_format | MEDLINE/PubMed |
spelling | pubmed-92117852022-06-22 Moving the stakeholder journey forward Hollebeek, Linda D. Kumar, V. Srivastava, Rajendra K. Clark, Moira K. J Acad Mark Sci Conceptual/Theoretical Paper 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. Springer US 2022-06-21 2023 /pmc/articles/PMC9211785/ /pubmed/35756344 http://dx.doi.org/10.1007/s11747-022-00878-3 Text en © Academy of Marketing Science 2022 This article is made available via the PMC Open Access Subset for unrestricted research re-use and secondary analysis in any form or by any means with acknowledgement of the original source. These permissions are granted for the duration of the World Health Organization (WHO) declaration of COVID-19 as a global pandemic. |
spellingShingle | Conceptual/Theoretical Paper Hollebeek, Linda D. Kumar, V. Srivastava, Rajendra K. Clark, Moira K. Moving the stakeholder journey forward |
title | Moving the stakeholder journey forward |
title_full | Moving the stakeholder journey forward |
title_fullStr | Moving the stakeholder journey forward |
title_full_unstemmed | Moving the stakeholder journey forward |
title_short | Moving the stakeholder journey forward |
title_sort | moving the stakeholder journey forward |
topic | Conceptual/Theoretical Paper |
url | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9211785/ https://www.ncbi.nlm.nih.gov/pubmed/35756344 http://dx.doi.org/10.1007/s11747-022-00878-3 |
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