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A resource-based view of stakeholder marketing.pdf

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A resource-based view of stakeholder marketing.pdf

Journal of Business Research 69 (2016) 5553–5560 Contents lists available at ScienceDirect Journal of Business Research A resource-based view of stakeholder marketing Alexander J. Kull a,?, Jeannette A. Mena b, Daniel Korschun c a University of San Diego School of Business, 5998 Alcalá Park, San Diego, CA 92110, USA b Muma College of Business, University of South Florida, 4202 East Fowler Avenue, BSN 3403, Tampa, FL 33620, USA c LeBow College of Business, Drexel University, 3220 Market Street, Philadelphia, PA 19104, USA article info Article history: Received 1 October 2015 Received in revised form 1 January 2016 Accepted 1 March 2016 Available online 7 July 2016 Keywords: Resource-based theory Stakeholder theory Stakeholder view Marketing strategy Marketing theory abstract Despite the stakeholder views growing popularity among marketing academics and managers, stakeholder marketing is still in its infancy. This research invigorates stakeholder marketing by integrating stakeholder theory and the resource-based view (RBV) of the ?rm to propose that the network of stakeholder relationships (i.e., a key component of stakeholder marketing) is, in essence, a strategic resource with the inherent potential to contribute substantively to a ?rms competitive advantage and superior performance. Based on this fundamental premise, the article explores the causal chain by which the ?rms network of stakeholder relationships converts into superior performance, while paying particular attention to the role of competitive advantage in this linkage. The aim of the proposed RBV of stakeholder marketing is to provide a theoretical basis to stimulate further research and, in turn, direct marketers to actions that can bene?t their exchange relationships with the stakeholder network. ? 2016 Elsevier Inc. All rights reserved. 1. Introduction Stakeholder marketing is beginning to take shape. Drawing on stakeholder theory as its theoretical foundation (Donaldson Preston, 1995; Freeman, 1984)