Market orientation in a multiple stakeholder orientation context: implications for marketing capabilities and assets

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• 作者：Gordon E. Greenley ; Graham J. Hooley and John M. Rudd
• 刊名：Journal of Business Research
• 出版年：2005
• 出版时间：2005
• 年：2005
• 卷：58
• 期：11
• 页码：1483-1494
• 全文大小：139 K

文摘

Does a market orientation approach focus too heavily on customers at the expense of other stakeholders? Managers also need to address the interests of other stakeholders when making marketing decisions. This gives an orientation to each stakeholder group, which exist simultaneously, giving a multiple stakeholder orientation profile (MSOP). In the reported empirical study of senior marketing executives, this weakness is addressed, by taking a simultaneous multiple stakeholder orientation approach. The study identified where marketing capabilities and assets are both different and similar among executives with a market focus in their MSOPs, and those with other MSOPs.