A resource-based view of stakeholder marketing

Despite the stakeholder view's 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 firm 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...