Abstract
The article’s focus is on the widow(er)hood effect—a phenomenon that has been found among individuals across the world and throughout decades—which refers to an increased risk of morbidity as well as mortality of a surviving spouse following his or her partner’s death. By transferring the essence of the phenomenon to the relationship marketing domain, it is discussed how its theoretical frame can contribute to further advance the understanding and management of stakeholder relationships. Concretely, a conceptual framework, as well as possible practical scenarios of stakeholder widow(er)hood effects, are discussed and associated impacts for companies are elicited.
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