The Relationship between Stakeholder Marketing and Reciprocity in Eastern Europe: A Conceptual Analysis
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.
Volume (Year): 2 (2013)
Issue (Month): 2 ()
|Contact details of provider:|| Web page: http://www.issbs.si|
References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Pedersen, Torben & Thomsen, Steen, 1999. "Business Systems and Corporate Governance," Working Papers 1-1999, Copenhagen Business School, Department of International Economics and Management.
- 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.
- 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.
- Denise Kleinrichert, 2008. "Ethics, Power and Communities: Corporate Social Responsibility Revisited," Journal of Business Ethics, Springer, vol. 78(3), pages 475-485, March.
- 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.
- 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.
- Rolf Mirus & Bernard Yeung, 1986. "Economic Incentives for Countertrade," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 17(3), pages 27-39, September.
- 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).
- Yadong Luo & Mike W Peng, 1999. "Learning to Compete in a Transition Economy: Experience, Environment, and Performance," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 30(2), pages 269-295, June.
- Hennart, Jean-Francois, 1989. "The Transaction-Cost Rationale for Countertrade," Journal of Law, Economics and Organization, Oxford University Press, vol. 5(1), pages 127-53, Spring.
- Williamson, Oliver E, 1983. "Credible Commitments: Using Hostages to Support Exchange," American Economic Review, American Economic Association, vol. 73(4), pages 519-40, September.
- 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;Academy of International Business, vol. 30(1), pages 189-201, March.
- 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.
When requesting a correction, please mention this item's handle: RePEc:isv:jouijm:v:2:y:2013:i:2:p:149-164. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Alen Ježovnik)
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.