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Role of PR in Relations Management with Strategic Partners Leading to Value Co-Creation

Role of PR in Relations Management with Strategic Partners Leading to Value Co-Creation

Tanushri Mukherjee, S. S. Nathawat-Aibas
Copyright: © 2017 |Pages: 30
ISBN13: 9781522520849|ISBN10: 1522520848|EISBN13: 9781522520856
DOI: 10.4018/978-1-5225-2084-9.ch006
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MLA

Mukherjee, Tanushri, and S. S. Nathawat-Aibas. "Role of PR in Relations Management with Strategic Partners Leading to Value Co-Creation." Handbook of Research on Strategic Alliances and Value Co-Creation in the Service Industry, edited by Shai Rozenes and Yuval Cohen, IGI Global, 2017, pp. 103-132. https://doi.org/10.4018/978-1-5225-2084-9.ch006

APA

Mukherjee, T. & Nathawat-Aibas, S. S. (2017). Role of PR in Relations Management with Strategic Partners Leading to Value Co-Creation. In S. Rozenes & Y. Cohen (Eds.), Handbook of Research on Strategic Alliances and Value Co-Creation in the Service Industry (pp. 103-132). IGI Global. https://doi.org/10.4018/978-1-5225-2084-9.ch006

Chicago

Mukherjee, Tanushri, and S. S. Nathawat-Aibas. "Role of PR in Relations Management with Strategic Partners Leading to Value Co-Creation." In Handbook of Research on Strategic Alliances and Value Co-Creation in the Service Industry, edited by Shai Rozenes and Yuval Cohen, 103-132. Hershey, PA: IGI Global, 2017. https://doi.org/10.4018/978-1-5225-2084-9.ch006

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Abstract

The Chapter focuses on the importance of Value Co-Creation as a major Corporate Principle behind successful Corporate Governance practice of an organization. This chapter besides emphasizing on the trend of Innovation and Participatory Management as the success mantra for every business organization, also focuses on the role of Public Relations as a major means to achieve this Corporate Principle. To describe the growing trend of today's service sector industries giving more importance to Value Co-Creation as an emerging concept in Business, Marketing and Innovation Management and Public Relations becoming one of the most sought after functions in an organization towards the achievement of Stakeholder Participation and Stakeholder Satisfaction, the Chapter makes a detail study of the Public Relations Office of a very renowned hospital of global repute and its contribution in building relations with the stakeholders of the hospital leading to its smooth functioning and generation of Value Co-Creation.

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