GENERIC STAKEHOLDER STRATEGY
Keywords:Stakeholder approach, marketing relationship, marketing strategy, generic strategy
AbstractIn the present time of constant changes, globalization, technological progress and fast changing market is for company increasingly difficult to orientate in the highly competitive environment. Except customers, who are key elements of marketing strategies, there are other interest groups (stakeholders) who come into relationship with company and who more or less influence the future development and performance of the company. Stakeholder approach recognizes importance of all groups or individual who are in a relationship with company. Basic question of this approach is who or what are stakeholders and what responsibilities does the company have to have to these interest groups. Part of stakeholders approach is relationship marketing, which make up one of the important component for formulation marketing strategies.
Each company that wants to succeed at the market should have chosen marketing strategy which would support the overall company’s strategy.