The Consortium’s second, invitation-only, convening - Stakeholder Marketing: Beyond the 4P’s and the Customer - was chaired by C.B. Bhattacharya, Professor of Marketing at the Boston University School of Management, and was held at Boston University School of Management on October 2-3, 2008 in Boston, MA.
Our aim during the October 2-3, 2008 conference was to bring together leading academic research being done at schools such as Duke, Harvard and MIT with on the ground experience from senior practitioners in companies such as Microsoft, The Gap and Timberland to discuss different approaches to tackling the challenges in adopting a stakeholder orientation.
Stakeholder Marketing: Beyond the 4P’s and the Customer
October 2-3, 2008
Boston University School of Management, Boston, MA
Agenda
Thursday, October 2
3:30-4:30 Registration
4:30-4:45 Welcome and Opening Remarks
C.B. Bhattacharya, Everett W. Lord Distinguished Faculty Scholar and Professor of Marketing, Boston University
Judith Samuelson, Executive Director, Aspen Institute Business and Society Program
Russell S. Winer, Executive Director, Marketing Science Institute
4:45-6:00 Panel Discussion
Stakeholder Orientation: Why now? What’s the Rush?
Bhaskar Chakravorti, Partner, McKinsey and Company
Thomas A. Kochan, George Maverick Bunker Professor of Management, Massachusetts Institute of Technology
Dan Bross, Senior Director, Corporate Citizenship, Microsoft Corporation
Moderator: Russell S. Winer, William H. Joyce Professor of Marketing, New York University
6:00-7:00 Reception
7:00-9:00 Dinner
Michael Dupee, Green Mountain Coffee and Don Seville, Sustainability Institute, will talk about “The Sustainable Food Lab” which brings together leaders from more than 50 organizations representing a microcosm of the stakeholders in food systems.
Friday, October 3
7:30-8:30 Breakfast
8:30-10:00 Session I | Shareholder vs. Stakeholder: Conflict or Harmony?
Gregory T. Gundlach, Coggin Distinguished Professor of Marketing, University of North Florida
“Redefining Marketing: From Shareholder to Stakeholder”
Noel Purcell, Advisor to Westpac Banking Corporation and Principal, Simply Good Business
“Creating Shareholder Wealth through Stakeholder Orientation”
John Becker-Blease, Assistant Professor of Finance, Washington State University
“Do Stakeholders Belong in Corporate Finance?”
Moderator: James E. Post, John F Smith Jr. Professor of Management, Boston University
10:00-10:30 Coffee Break
10:30-12:00 Session II | Creating a Stakeholder Oriented Organization
Daniel Korschun, Assistant Professor of Marketing, Drexel University
“Using Corporate Social Responsibility to Create a Stakeholder Oriented Firm”
Allen White, Vice President, Tellus Institute and Co-founder Corporation 20/20
“Visioning Stakeholder-based Corporate Forms”
Glen Urban, David Austin Professor of Marketing, Massachusetts Institute of Technology
“The Fundamental Role of Trust in Creating Stakeholder Engagement”
Moderator: Rajendra Sisodia, Professor, Bentley College
12:00-1:00 Lunch/Break
1:00-2:30 Session III | Implementing Stakeholder Oriented Marketing Strategies
Lakshmi Bhatia, Director, Global Partnerships, GAP Inc.
“Stakeholder Engagement: A Collective Approach to Complex Supply Chain Issues”
Ravi Dhar, George Rogers Clark Professor of Management and Marketing, Yale University
“Communicating via the Corporate Brand to Create Stakeholder Engagement in Multi-brand Organizations”
Beth Holzman, Manager of CSR Strategy and Reporting, Timberland
“Using the Web 2.0 to Build Multiple Levels of Stakeholder Engagement”
Moderator: Mike Lawrence, Executive Vice President, Corporate Responsibility, Cone LLC
2:30-3:00 Afternoon Break
3:00-4:30 Session IV | Measuring Stakeholder Orientation Effectiveness
Sankar Sen, Professor of Marketing, Baruch College, City University of New York
"Measuring CSR Returns to an Oft-Neglected Stakeholder Group: The Cause Beneficiaries"
Don Carli, Executive Vice President, SustainCommWorld LLC
“Measuring Social and Environmental Impacts of Marketing Decisions”
Shuba Srinivasan, Associate Professor of Marketing and University Scholar, University of California, Riverside
“The Effects of “Consumer” Advertising on Multiple Stakeholder Groups”
Moderator: Sangeeta Ranade, Senior Program Associate, Aspen Institute
4:30-4:45 Session V | Reflections and Wrap up
C.B. Bhattacharya, Everett W. Lord Distinguished Faculty Scholar and Professor of Marketing, Boston University
Mary Gentile, Senior Advisor, Aspen Institute
