Abstract
The creation and exchange of value offerings for different stakeholders has become a central component of marketing. Despite the increasing adoption of the stakeholder view among marketing academics, stakeholder marketing is still in its infancy. By applying resource-based theory (RBT) to stakeholder marketing, the paper provides a theoretical foundation to encourage further research in this stream. Because any stakeholder group or relationship can serve as a strategic resource for the firm, RBT is particularly relevant to stakeholder marketing. A critical review leads to a set of research questions aligned with five major themes for future research integrating RBT and stakeholder marketing.
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The creation and exchange of value offerings for different stakeholders has become a central component of marketing. Despite the increasing adoption of the stakeholder view among marketing academics, stakeholder marketing is still in its infancy. By applying resource-based theory (RBT) to stakeholder marketing, the paper provides a theoretical foundation to encourage further research in this stream. Because any stakeholder group or relationship can serve as a strategic resource for the firm, RBT is particularly relevant to stakeholder marketing. A critical review leads to a set of research questions aligned with five major themes for future research integrating RBT and stakeholder marketing.
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© 2016 Academy of Marketing Science
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Kull, A.J., Mena, J.A. (2016). Advancing Stakeholder Marketing Through Resource-Based Theory. In: Obal, M., Krey, N., Bushardt, C. (eds) Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11815-4_187
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DOI: https://doi.org/10.1007/978-3-319-11815-4_187
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-11814-7
Online ISBN: 978-3-319-11815-4
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