Corporate 1.4 Flashcards
(37 cards)
high satisfaction, high loyalty
apostles, essential for long term succes
high satisfaction, low loyalty
mercenaries, looking for a better deal
low satisfaction, low loyalty
terrorists, offer profit ppotential
low satisfaction, high loyalty
hostages, contract bound
guanxi
face to face, trust build, group oriented, outsiders become insiders
loyalty measures 7
time between p, frequency, amount of money, order of p, duration, commitment, share of wallet
primary stakeholders
financial transactions, necessary to survive
secondary stakeholders
general influence, not economically essential
3 groups of stakes
equity, economic-market, influence
equity stakes
held by owners
economic stakes
held by those with economic interest
influence stakes
held by those who have interest as consumer advocates, environmental groups etc.
stakeholder kenmerken
power, legitimacy, urgency
communication instruments
awareness, understanding involvement, commitment
quality leads to
satisfaction>loyalty
gatekeeper:
gene die info filtert en naar doelgroep stuurt
advantages of csr 6
goodwill, license to operate, publicity, boost for reputation, better competitive position, overall better financial performance
csr approaches 5
charitable, defensive, promotional, strategic, transformational
charitable:
benificial for local community only
defensive
clear advantage, avoiding fines
promotional
rhetorical and symbolic
strategic
long term broader connection
transformational
whole company focussed on csr
csr communication purpose:
to improve image and reputation
