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- 2019
A Dynamic Stakeholders’ Framework in a Marketing Systems SettingKeywords: marketing systems,stakeholder theory,value creation,social mechanisms,stakeholder dynamics Abstract: A marketing systems approach to stakeholders has never been more important in an increasingly interconnected world. Recognising the inherent limitations of a firm-centric stakeholder stance, this paper proposes a dynamic stakeholders framework to examine the interacting nature of interrelated and interdependent stakeholder effects from a societal perspective. It presents a systemic stakeholders framework that incorporates several defining features and core propositions based on Layton’s MAS mechanisms and Coleman’s Boat. The contribution of a dynamic stakeholders’ marketing system framework is not so much in identifying or defining the appropriate marketing mechanisms at work but in understanding the continuous feedback nature of the macro-micro-macro everyday dynamics which stakeholders listen to, learn about and leverage to act, react and interact
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