Implications of relationship marketing indicators to enable organisational growth: A stakeholder causal scope analysis

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Abstract

This chapter accentuates various Relationship Marketing (RM) perspectives of grown organizations, with a focus on Stakeholder Causal Scope (SCS) to realize how RM has been facilitating organizational growth. Nineteen RM indicators and four broad growth strategies are evolved from a multi-case study of five grown sports organizations, where the organizations have been utilizing these RM indicators through market offerings (products and services). The analysed market offerings are proportionate with at least one of the growth strategies, and centred on broadening profound SCS, where all involved stakeholders have the contributory scope, while they work interdependently towards mutually beneficial diverse goals. Therefore, the joint effort of the grown organizations and their commercial partners, and the subsequent RM indicators and SCS-centred market offerings sustain their growth. A SCS-centred RM model to enable organizational growth has been developed from the synthesis. The RM model emerges as viable across industries and markets.
Original languageEnglish
Title of host publicationCustomer Centric Marketing Strategies
Subtitle of host publicationTools for Building Organizational Performance
EditorsHans-Ruediger Kaufmann, Mohammad Fateh Ali Khan Panni
Place of PublicationHershey, PA, USA
PublisherIGI Global
Chapter11
Pages214-244
ISBN (Electronic)9781466625259
ISBN (Print)9781466625242
DOIs
Publication statusPublished - 2013
Externally publishedYes

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