Publication detail

Generic stakeholder strategy

ŠMAKALOVÁ, P.

Original Title

Generic stakeholder strategy

Czech Title

Generická stakeholderská strategie

English Title

Generic stakeholder strategy

Type

journal article

Language

en

Original Abstract

In the present time of constant changes, globalization, technological progress and fast changing market is for company increasingly difficult to orientate in the highly competitive environment. Except customers, who are key elements of marketing strategies, there are other interest groups (stakeholders) who come into relationship with company and who more or less influence the future development and performance of the company. Stakeholder approach recognizes importance of all groups or individual who are in a relationship with company. Basic question of this approach is who or what are stakeholders and what responsibilities does the company have to have to these interest groups. Part of stakeholders approach is relationship marketing, which make up one of the important component for formulation marketing strategies. Each company that wants to succeed at the market should have chosen marketing strategy which would support the overall strategy of company.

Czech abstract

V současné době konstatních změn, globalizace, technologického vývoje a rychle se měnícího trhu, je pro podnik stále více obtížnější se orientovat ve vysoce konkurenčním prostředí. Kromě zákazníků, kteří jsou klíčovými prvky při tvorbě marktingových strategií, jsou zde také jiné zájmové skupiny, které přicházejí do vztahu s podnikem, a kteří více či méně ovlivňují budoucí vývoj a výkon podniku. Stakeholderský přístup rozeznává důležitost všech skupin nebo jednotlivců, kteří jsou ve vztahu s podnikem. Základní otázkou tohoto přístupu je kdo, nebo co jsou to stakeholdeři a jaké povinnosti podnik musí mít k nim. Součástí stakeholderského přístupu je vztahový marketing, který tvoří jednu z důležitých komponent pro formulaci marketingových strategií. Každý podnik, který chce být na trhu úspěšný, by si měl zvolit takovu marketingovou strategii, která by podporovala celkovou strategii podniku.

English abstract

In the present time of constant changes, globalization, technological progress and fast changing market is for company increasingly difficult to orientate in the highly competitive environment. Except customers, who are key elements of marketing strategies, there are other interest groups (stakeholders) who come into relationship with company and who more or less influence the future development and performance of the company. Stakeholder approach recognizes importance of all groups or individual who are in a relationship with company. Basic question of this approach is who or what are stakeholders and what responsibilities does the company have to have to these interest groups. Part of stakeholders approach is relationship marketing, which make up one of the important component for formulation marketing strategies. Each company that wants to succeed at the market should have chosen marketing strategy which would support the overall strategy of company.

Keywords

Stakeholder approach, marketing relationship, marketing strategy, generic strategy.

RIV year

2012

Released

28.03.2012

Location

Tallinn

Pages from

665

Pages to

669

Pages count

5

BibTex


@article{BUT92616,
  author="Petra {Šmakalová}",
  title="Generic stakeholder strategy",
  annote="In the present time of constant changes, globalization, technological progress and fast changing market is for company increasingly difficult to orientate in the highly competitive environment. Except customers, who are key elements of marketing strategies, there are other interest groups (stakeholders) who come into relationship with company and who more or less influence the future development and performance of the company. Stakeholder approach recognizes importance of all groups or individual who are in a relationship with company. Basic question of this approach is who or what are stakeholders and what responsibilities does the company have to have to these interest groups. Part of stakeholders approach is relationship marketing, which make up one of the important component for formulation marketing strategies.
Each company that wants to succeed at the market should have chosen marketing strategy which would support the overall  strategy of company.",
  chapter="92616",
  number="17",
  volume="2012",
  year="2012",
  month="march",
  pages="665--669",
  type="journal article"
}