Abstract
The management of relationships with different stakeholder groups is considered as being important for sustainable organisational success. To date, most research in this area has typically focused on customers, competitors, employees and shareholders as organisational key stakeholders. However, a true stakeholder orientation should incorporate a wider range of groups that have an impact on the organisation, or that are impacted by the organisation. This study contributes to the extant literature by researching how an organisation can develop and manage a partner orientation as part of its stakeholder orientation. We define the concept as an organization’s orientation towards an awareness of and the proactive acting on its partners’ issues. In line with relationship marketing theory, such an orientation should be positively related to partner satisfaction.
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© 2015 Academy of Marketing Science
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Caemmerer, B., Stan, V. (2015). The Development and Management of Organizational Partner Orientation. In: Dato-on, M. (eds) The Sustainable Global Marketplace. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10873-5_21
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DOI: https://doi.org/10.1007/978-3-319-10873-5_21
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Publisher Name: Springer, Cham
Print ISBN: 978-3-319-10872-8
Online ISBN: 978-3-319-10873-5
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