The research seeks to make a contribution to the stakeholder debate by focusing on the position of the customer as corporate stakeholder. Stakeholder ideas in general are examined as are the historical development of customer ownership in cooperatives and mutuals. The latter are found to retain certain comparative advantages explaining their past success and continued presence in the economy. A “modern” alternative to these forms is postulated based on the listed stock corporation which implements policies to encourage customers to become shareholders and shareholders to become customers (Customer Stock Ownership or CSO). The policies identified include shareholder benefit schemes and customer share acquisition schemes. The various arguments in favour of such an approach are canvassed drawing on agency, organisational and game theory, transaction cost economics, corporate finance, marketing, public policy and corporate governance.
The arguments against CSO are also examined including issues arising from finance and competition theory, leading to a distillation of the broader argument in favour of increased CSO to a more specialised argument. Particular customer relationships that will benefit from increased alignment of the customer and equity interest are identified based on weaknesses in “market governance” due to information asymmetry, serial and natural monopoly and other factors.
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