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Stakeholder Network, Relationship Marketing, and Business Model
Abstract
The aim of this chapter is to analysis how stakeholders' network can affect business models, and more precisely, how relationship marketing through trust and commitment intervenes in this relationship. In fact, a firm is perceived to be embedded in a network of relationships within which value is jointly created and shared in stakeholders' interactions. The relationship between a company and its stakeholders in a network provides different values and resources that can influence a business model. The strength of the ties in a network can be achieved through relationship marketing which aims the creation, development, and maintaining of a sustainable exchange relation. Indeed, relationship marketing acts through the establishment of a climate of trust and commitment between the company and the various stakeholders. This study wraps up with a proposal of a conceptual model, linking the different components of our research. The chapter has theoretical contributions, particularly in terms of the creation and development of relational value in a network .
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