Moving the stakeholder journey forward
(2023) In Journal of the Academy of Marketing Science 51(1). p.23-49- Abstract
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... (More)
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.
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- author
- Hollebeek, Linda D. LU ; Kumar, V. ; Srivastava, Rajendra K. and Clark, Moira K.
- publishing date
- 2023-01
- type
- Contribution to journal
- publication status
- published
- subject
- keywords
- Customer journey (CJ), Interdependence theory, Stakeholder engagement (SE), Stakeholder experience (SX), Stakeholder journey (SJ)
- in
- Journal of the Academy of Marketing Science
- volume
- 51
- issue
- 1
- pages
- 27 pages
- publisher
- SAGE Publications
- external identifiers
-
- pmid:35756344
- scopus:85132332567
- ISSN
- 0092-0703
- DOI
- 10.1007/s11747-022-00878-3
- language
- English
- LU publication?
- no
- additional info
- Publisher Copyright: © 2022, Academy of Marketing Science.
- id
- b07152f9-acb3-4712-830e-2a48bb3e4113
- date added to LUP
- 2023-02-20 10:13:30
- date last changed
- 2024-04-18 10:09:09
@article{b07152f9-acb3-4712-830e-2a48bb3e4113,
abstract = {{<p>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.</p>}},
author = {{Hollebeek, Linda D. and Kumar, V. and Srivastava, Rajendra K. and Clark, Moira K.}},
issn = {{0092-0703}},
keywords = {{Customer journey (CJ); Interdependence theory; Stakeholder engagement (SE); Stakeholder experience (SX); Stakeholder journey (SJ)}},
language = {{eng}},
number = {{1}},
pages = {{23--49}},
publisher = {{SAGE Publications}},
series = {{Journal of the Academy of Marketing Science}},
title = {{Moving the stakeholder journey forward}},
url = {{http://dx.doi.org/10.1007/s11747-022-00878-3}},
doi = {{10.1007/s11747-022-00878-3}},
volume = {{51}},
year = {{2023}},
}