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Moving the stakeholder journey forward

Author

Listed:
  • Linda D. Hollebeek

    (IPAG Business School
    Vilnius University
    Tallinn University of Technology)

  • V. Kumar

    (St. John’s University
    Indian School of Business
    MICA)

  • Rajendra K. Srivastava

    (Indian School of Business)

  • Moira K. Clark

    (University of Reading)

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 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.

Suggested Citation

  • Linda D. Hollebeek & V. Kumar & Rajendra K. Srivastava & Moira K. Clark, 2023. "Moving the stakeholder journey forward," Journal of the Academy of Marketing Science, Springer, vol. 51(1), pages 23-49, January.
    • Handle: RePEc:spr:joamsc:v:51:y:2023:i:1:d:10.1007_s11747-022-00878-3
    DOI: 10.1007/s11747-022-00878-3
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    References listed on IDEAS

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