Khan, Huda, Mouzas, Stefanos, Khan, Zaheer and Lee, Richard (2026) How non-market collaboration shapes stakeholders' wellbeing through climate-risk management strategies in emerging market B2B firms? Industrial Marketing Management, 138. pp. 1-14.

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Abstract

Climate change poses threats to stakeholders' wellbeing, defined as their satisfaction, value realisation, expectations, and retention with the firm. While research has established that enhancing stakeholders' wellbeing requires cross-sector collaboration, industrial marketing scholarship has paid less attention to the challenges faced by resource-constrained firms in emerging markets that often rely on non-market collaborations with government and regulatory bodies to access critical resources and knowledge. Using a survey of firms (n = 142) in Pakistan, which is among the most vulnerable country to climate-change risks, this study shows that non-market collaboration with government agencies promotes stakeholders' wellbeing through a serial mediation of climate-risk management strategies and value co-creation with value-chain (upstream and downstream) partners. Furthermore, the influence of non-market collaboration with climate-risk management strategies is more pronounced under high shareholder pressure. Also, the effects of climate-risk management strategies on value co-creation are strengthened by collaborative communication with value-chain partners. Extending industrial marketing literature that cross-sector partnerships are critical for value co-creation, these findings specifically underscore the importance of non-market collaboration in emerging markets, and demonstrate that multi-stakeholder collaborations facilitate sustainable value-chains, thereby generating positive stakeholders' wellbeing.

Item Type:	Article
Status:	Published
DOI:	10.1016/j.indmarman.2026.08.004
School/Department:	York Business School
URI:	https://ray.yorksj.ac.uk/id/eprint/15861

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