The Application of Stakeholder Theory to Relationship Marketing Strategy Development in a Non-profit Organization

Journal of Business Ethics · 2007 · Volume 75 · Issue 2

Abstract

Non-profit (NP) organizations present complex challenges in managing stakeholder relationships, particularly during times of environmental change. This places a premium on knowing which stakeholders really matter if an effective relationship marketing strategy is to be developed. This article presents the successful application of a model, which combines Mitchell’s theory of stakeholder saliency and Coviello’s framework of contemporary marketing practices in a leading NP organization in the U.K. A cooperative enquiry approach is used to explore stakeholder relationships, dominant marketing practices, and to surface differing perceptions about the organization’s marketing strategy. Resolving these differences sets the scene for developing choices in marketing strategy for the future.

Keywords

empirical study, non-profit organization, relationship marketing strategy development, stakeholder saliency

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