Recent research paper
Principles and Principals: Do Customer Stewardship and Agency Control Compete or Complement When Shaping Frontline Employee Behavior?
Jeroen Schepers, Tomas Falk, Ko de Ruyter, Ad de Jong, & Maik Hammerschmidt
Journal of Marketing, November 2012
Summary of the article - AMA Site
The Customer Stewardship Program: Successfully Linking Consumer Education and Corporate Strategy
Jamie Wimberly, Ken Malloy and Kent Van Liere
The Electricity Journal, 1999, vol. 12, issue 7, pages 32-41
de Ruyter, K., de Jong, A., & Wetzels, M. (2009). Antecedents and consequences of
environmental stewardship in boundary-spanning B2B teams. Journal of the Academy
of Marketing Science, 37(4), 470-487.
The concept of environmental stewardship: It is a shared belief among boundary-spanning
marketing teams. As stewards, employees believe that companies and customers have a legacy to uphold and should purposefully contribute to improving environmental conditions.
From Scrooges to Stewards: How an Empathic Other-Focus Triggers Customer
Stewardship in Response to Negative Blog Posts
Tom van Laer, Maastricht University
Ko de Ruyter, Maastricht University
David Cox, CiLoyalty and Maastricht University
2010 conference paper
http://anzmac2010.org/proceedings/pdf/anzmac10Final00116.pdf
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