Stakeholder Management

If you are interested in how the different parties involved or affected by a certain project or programme are managed then the topic of Stakeholder Management might be the right one for you. Here are some examples:

Example stakeholder management dissertation topic 1:

A comparison of the efficacy of customer loyalty programmes: The Tesco Clubcard and the Waterstones Card

As respective market leaders within the UK supermarket and high street book buying sectors, Tescos and Waterstones occupy dominant positions. Moreover, both stores operate a customer loyalty card. Grounded in theories of consumer choice and decision making, this dissertation compares and contrasts the loyalty programmes offered by the two firms and through so doing makes recommendations for the on-going success of both. Academic theory is balanced in this essay through the attainment of first hand interviews with customers, staff and loyalty card managers to garner the reader with a full understanding of the role that such cars play in the contemporary high street.

Suggested initial topic reading:

• Clark, R. (1997) ‘Looking after business: linking existing customers to profitability’, Managing Service Quality, Vol. 7(3), pp.146-149.
• Hart, C., Doherty, N. and Ellis-Chadwick, F. (2000) ‘Retailer adoption of the Internet – Implications for retail marketing’, European Journal of Marketing, Vol. 34(8), pp. 954-974.
• Turner, J.J. and Wilson, K. (2006) ‘Grocery loyalty: Tesco Clubcard and its impact on loyalty’, British Food Journal, Vol. 108(11), pp.958-964.
• Wright, C. and  Sparks, L. (1999) ‘Loyalty saturation in retailing: Exploring the end of retail loyalty cards?’ International Journal of Retail & Distribution Management, Vol. 27(10), pp.429 – 440.