Industrial Stakeholder Relationship Management Research

journal article - other

English

The current knowledge indicates that successful companies are particularly market oriented, but there is another significant phenomenon, that is intensive focus to build and maintain relationships with stakeholders based on their needs and with the accent on high quality services. Companies must identify the market needs very precisely to ensure the best compliance of manufactured products with the needs of customers and other key groups of stakeholders. Their main target is the market, not products as it may appear. All of the research and development activities: manufacturing, sales and after-sales service are directed to better and faster satisfaction of customer needs. Product is not only considered a physical commodity, but its understanding is much broader and includes services, i.e. product associated with services. The focus on customers and their satisfaction has many positive effects in the area of business development, however, the today's competitive environment is driving the business to search for other possibilities how to achieve and successfully operate in local and international marketplaces. Apart from customers, there are other groups of stakeholders who companies enter into business relations with and that influence or may influence on their future development to a lesser or greater extent and they are now becoming important and attractive for theoretical management and marketing concepts as well as for the practice. The potential for new opportunities to improve market offers, in particular at the service level, appears in the unexplored issue of mutual relationship with key groups of company stakeholders.

relationship marketing, market orientation, stakeholders, research of stakeholders, manufacturing companies, Czech Republic

ŠIMBEROVÁ, I.; NĚMEČEK, P.; KOCMANOVÁ, A.

2008

22. 5. 2008

Hawaii Hicbusiness

Hawai, USA

1539-722X

Business

2008

8

United States of America

1

16

16