In 2019 the CEOs of more than 180 of the largest U.S. firms signed a statement of corporate purpose indicating that corporations are responsible for providing economic benefits to all stakeholders, not just shareholders. Although stakeholder theory states that there are several stakeholders (internal and external) whose continuing participation affects a firm’s sustainability and long-term profitability, the marketing literature has focused primarily on customer engagement. This research argues for a broadened focus by marketing scholars and introduces a stakeholder engagement framework based on a triangulation approach including a systematic review of marketing research from a stakeholder perspective, the results of a survey of 254 editorial review board members from top marketing journals, and business case examples. The framework identifies three dimensions of firms’ stakeholder engagement strategies (stakeholder recognition, support, and dialogue) linked to stakeholder responses (stakeholder contribution to the firm or retaliation) that ultimately influence firm performance (financial, reputation, and risk). Two core propositions of multi-stakeholder engagement provide a foundation for a detailed future research agenda for marketing.

2019 年，180 多家美国最大公司的首席执行官签署了一份企业宗旨声明，表明企业有责任为所有利益相关者提供经济利益，而不仅仅是股东。尽管利益相关者理论指出，有几个利益相关者（内部和外部）的持续参与会影响公司的可持续性和长期盈利能力，但营销文献主要关注客户参与。这项研究主张扩大营销学者的关注范围，并引入基于三角测量方法的利益相关者参与框架，包括从利益相关者的角度对营销研究进行系统审查，对来自顶级营销期刊的 254 名编辑审查委员会成员的调查结果，以及商业案例示例。该框架确定了公司利益相关者参与战略的三个维度（利益相关者认可、支持和对话），这些战略与最终影响公司绩效（财务、声誉和风险）的利益相关者反应（利益相关者对公司的贡献或报复）相关联。多方利益相关者参与的两个核心主张为详细的未来营销研究议程奠定了基础。