The marketing role in multi-stakeholder engagement: An empirical examination

The goal of stakeholder theory, which was primarily developed in the field of business ethics, is to examine the interactions between the company and all of the actors in its ecosystems. Despite the growing recognition of the significance of communication strategies focused on internal and external stakeholders, the role of marketing has been largely neglected. In this research we propose an empirical assessment of a marketing-based theoretical framework. The analysis is aimed at analysing how the components of stakeholders’ engagement (recognition, support, and dialogue), and knowledge exchange, affect stakeholders’ response and firms’ outcomes (financial performance, risk, and reputation).