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Stakeholder Causal Scope Centric Market Positioning: Implications of Relationship Marketing Indicators
Abstract
A multi-case study study has been conducted on five grown sports organizations to realize how the organizations have been utilizing various Relationship Marketing (RM) indicators in order to position their image in their target markets. Based on various existing and emergent Stakeholder Causal Scope (SCS) and relevant RM indicator(s), the organizations differentiate their corporate profile or market offering in a way that conveys a central idea relating to their stakeholder relationship value and relevant market positioning. 12 RM indicators, four market positioning dimensions, and subsequent existing and emerging differentiation variables are described in this chapter. Underlying the relevant SCS, the organizations utilize these RM indicators and differentiation variables to design their market offerings in order to position their corporate or market offerings’ image in their target markets. The RM-centred market positioning initiatives of the sports organizations emerge as viable across industries and markets.
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