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The Relationship between Stakeholder Marketing and Reciprocity in Eastern Europe: A Conceptual Analysis

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Author Info

  • Ron Berger

    (Jerusalem Academic Centre and The Lander Institute, Israel)

  • Moti Zviling

    (Natanya Academic Center, Israel)

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    Abstract

    This conceptual paper deals with important implications of ‘reciprocity’ in marketing in emerging and developing business environments, such as Eastern Europe. In mature, developed, high income, business systems, both transaction and relationship based marketing have been well researched. We posit that in less mature business systems, especially transition or emerging economies, there is a third way to look at marketing and exchange, which we call ‘reciprocity-stakeholder marketing.’ We believe that our framework shows the importance of reciprocity, a fundamental concept in business, for marketing in emerging environments such as Eastern Europe. This paper provides a meaningful starting point for empirical research for developing strategies in Eastern Europe.

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    Bibliographic Info

    Article provided by International School for Social and Business Studies, Celje, Slovenia in its journal International Journal of Management, Knowledge and Learning.

    Volume (Year): 2 (2013)
    Issue (Month): 2 ()
    Pages: 149-164

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    Handle: RePEc:isv:jouijm:v:2:y:2013:i:2:p:149-164

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    Web page: http://www.issbs.si

    Related research

    Keywords: Eastern Europe; reciprocity; stakeholder; hostages; countertrade; emerging environments;

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    1. Denise Kleinrichert, 2008. "Ethics, Power and Communities: Corporate Social Responsibility Revisited," Journal of Business Ethics, Springer, vol. 78(3), pages 475-485, March.
    2. Li, Lee & Ng, Peggy, 2002. "Market exchanges, hierarchical exchanges or relational exchanges in export channels into emerging markets," International Business Review, Elsevier, vol. 11(6), pages 707-723, December.
    3. Gordon Woodbine, 2008. "Moral Choice and the Concept of Motivational Typologies: An Extended Stakeholder Perspective in a Western Context," Journal of Business Ethics, Springer, vol. 79(1), pages 29-42, April.
    4. Giorgia Oggioni and Yves Smeers, 2012. "Degrees of Coordination in Market Coupling and Counter-Trading," The Energy Journal, International Association for Energy Economics, vol. 0(Number 3).
    5. Petter Gottschalk & Hans Solli-Soether, 2012. "Prevention of White-Collar Crime by Knowledge and Learning in Business Organizations: An Empirical Study of Chief Financial Officer Management," International Journal of Management, Knowledge and Learning, International School for Social and Business Studies, Celje, Slovenia, vol. 1(1), pages 45-54.
    6. Samiee, Saeed & Walters, Peter G. P., 2003. "Relationship marketing in an international context: a literature review," International Business Review, Elsevier, vol. 12(2), pages 193-214, April.
    7. Pedersen, Torben & Thomsen, Steen, 1999. "Business Systems and Corporate Governance," Working Papers 1-1999, Copenhagen Business School, Department of International Economics and Management.
    8. Hennart, J.-F.M.A., 1989. "The transaction cost rationale for countertrade," Open Access publications from Tilburg University urn:nbn:nl:ui:12-175838, Tilburg University.
    9. Ron Berger & Ram Herstein, 2012. "The limits of guanxi from the perspective of the Israeli diamond industry," Journal of Chinese Economic and Foreign Trade Studies, Emerald Group Publishing, vol. 5(1), pages 29-41, February.
    10. Chong Ju Choi & Soo Hee Lee & Jai Boem Kim, 1999. "A Note on Countertrade: Contractual Uncertainty and Transaction Governance in Emerging Economies," Journal of International Business Studies, Palgrave Macmillan, vol. 30(1), pages 189-201, March.
    11. Rolf Mirus & Bernard Yeung, 1986. "Economic Incentives for Countertrade," Journal of International Business Studies, Palgrave Macmillan, vol. 17(3), pages 27-39, September.
    12. Yadong Luo & Mike W Peng, 1999. "Learning to Compete in a Transition Economy: Experience, Environment, and Performance," Journal of International Business Studies, Palgrave Macmillan, vol. 30(2), pages 269-295, June.
    13. Williamson, Oliver E, 1983. "Credible Commitments: Using Hostages to Support Exchange," American Economic Review, American Economic Association, vol. 73(4), pages 519-40, September.
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