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This conceptual paper argues that the marketing discipline should move away from its rather restrictive focus on customers toward a view of marketing that acknowledges the interrelatedness of stakeholders. Building on multiplicity theory, this paper presents stakeholder marketing as a revised perspective on marketing that views stakeholder networks as continuous instead of discrete multiplicities. This revised perspective offers a better understanding of stakeholder networks where (1) value exchange has become complex rather than dyadic, (2) tension between stakeholder interests has become explicit rather than implicit, and (3) control over marketing activities has become dispersed rather than centralized. The paper conceptualizes capabilities required by firms for dealing with each of these three transitions: systems thinking, paradoxical thinking, and democratic thinking. The paper discusses implications for firm performance, marketing theory, empirical research, and marketing practice and argues that embracing stakeholder marketing helps to reclaim territory for marketing in academia and business., Author(s): Bas Hillebrand[sup.1] , Paul H. Driessen[sup.1] , Oliver Koll[sup.2] Author Affiliations: (1) Institute for Management Research, Radboud University Nijmegen, P.O. Box 9108, 6500HK, Nijmegen, The Netherlands (2) School of [...]

This paper analyzes whether ideology-driven firms doing business based on ethical principles such as those envisioned by fair trade can survive in the market when competition increases. By formally evaluating the development of fair trade over time, we show that such firms cannot continue to exist with full compliance with ethical standards about fairness. We conceptualize fairness as wealth transfers to small local producers in developing countries and apply a Hotelling-model of horizontal competition in fairness. Results show that increasing the scale and scope of fair trade products in the market implies that concessions on fairness are needed to survive intensified competition. Ideology-driven fair trade firms will survive only if they differentiate. In the end, paradoxically, wealth transfers by ideology-driven firms can be upheld only by focusing on other attributes than fairness to attract consumers. Only then can ideology-driven firms maintain ethical standards in a market environment, while alleviating pressure on total wealth transfers to local producers. [ABSTRACT FROM AUTHOR]