Configurations of Stakeholder Marketing Capabilities and their Effect on Organizational Performance
(A2024-119552)

AUTHORS

Gisela Otto, Radboud University; Oliver Koll, University of Innsbruck; Paul H. Driessen, Institute for Management Research, Radboud University, Nijmegen, The Netherlands; Bas Hillebrand, Radboud University

ABSTRACT

While stakeholder marketing has emerged as a more holistic perspective on marketing, we know little about how organizations can enact it in practice. We operationalize and empirically study the stakeholder marketing capabilities that organizations need to improve organizational performance. We adopt a configurational approach (QCA) to study how stakeholder marketing capabilities, organizational context and firm size jointly affect organizational performance. Using a mixed data approach, we combine qualitative data, survey data and secondary data from the Tyrolean hotel industry. Preliminary results of a QCA analysis show that the lack of two stakeholder marketing capabilities often explains why hotels are not high performers whereas excelling at one stakeholder marketing capability is sufficient for achieving a high performance. In addition, small hotels may employ stakeholder marketing capabilities to bridge their limited internal resources.