A stakeholder theory approach to designing environmental marketing strategy

In: The journal of business & industrial marketing, Band 10, Heft 3, S. 29-46

Abstract

Discusses stakeholder theory (ST) in the context of developing
environmental marketing strategy. ST has not been utilized extensively
in the marketing literature. Discusses how environmental marketing
strategy can be improved by following the four‐step stakeholder
management process. This process involves: identifying the relevant
stakeholder groups; determining the stake of each group; determining how
effectively the "expectations" of each group are met; and
developing corporate objectives and priorities that consider the
stakeholder′s interests. Through understanding and attempting to
socialize key stakeholders, environmental marketing strategy can be made
more effective. Provides some examples of the stakeholder socialization
process.