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Using Visual and Narrative Methods to Achieve Fair Process in Clinical Care
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Moving the stakeholder journey forward.

Linda D Hollebeek1,2,3, V Kumar4,5,6, Rajendra K Srivastava5

  • 1Department of Marketing & Communication, IPAG Business School, Paris, France.

Journal of the Academy of Marketing Science
|June 27, 2022
PubMed
Summary
This summary is machine-generated.

The stakeholder journey (SJ) extends beyond customer focus, encompassing all stakeholders. Considering the SJ improves stakeholder management and firm performance by analyzing stakeholder engagement and experience.

Keywords:
Customer journey (CJ)Interdependence theoryStakeholder engagement (SE)Stakeholder experience (SX)Stakeholder journey (SJ)

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Area of Science:

  • Business Administration
  • Marketing
  • Organizational Behavior

Background:

  • The customer journey (CJ) model is widely adopted but lacks a comprehensive view of all stakeholders.
  • Existing models overlook the experiences of non-customer stakeholders like employees and suppliers.

Purpose of the Study:

  • To extend the customer journey concept to a broader stakeholder journey (SJ) framework.
  • To define the stakeholder journey as a trajectory of touchpoints and activities shaping stakeholder experience.
  • To explore the impact of interconnected stakeholder journeys on firm performance.

Main Methods:

  • Conceptual development of the stakeholder journey (SJ) framework.
  • Application of interdependence theory to analyze stakeholder journey networks.
  • Formulation of propositions linking SJ characteristics to engagement and experience.

Main Results:

  • The stakeholder journey (SJ) framework offers a holistic approach to managing diverse stakeholder relationships.
  • Interdependent stakeholder journeys, governed by factors like control and dependence, significantly influence engagement and experience.
  • Consideration of SJ enhances stakeholder relationship management and overall firm performance.

Conclusions:

  • The stakeholder journey (SJ) is a critical concept for modern business strategy.
  • Firms should design and manage stakeholder journeys to optimize relationships and outcomes.
  • Further research is needed to empirically validate and refine the SJ framework and its implications.