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Market orientation in a multiple stakeholder orientation context : implications for marketing capabilities and assets
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Greenley, Gordon E., Hooley, Graham J. and Rudd, John M. (2005) Market orientation in a multiple stakeholder orientation context : implications for marketing capabilities and assets. Journal of Business Research, 58 (11). pp. 1483-1494. doi:10.1016/j.jbusres.2004.07.004 ISSN 0148-2963.
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Official URL: http://dx.doi.org/10.1016/j.jbusres.2004.07.004
Abstract
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.
Item Type: | Journal Article | ||||
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Divisions: | Faculty of Social Sciences > Warwick Business School | ||||
Journal or Publication Title: | Journal of Business Research | ||||
Publisher: | Elsevier Inc. | ||||
ISSN: | 0148-2963 | ||||
Official Date: | 2005 | ||||
Dates: |
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Volume: | 58 | ||||
Number: | 11 | ||||
Page Range: | pp. 1483-1494 | ||||
DOI: | 10.1016/j.jbusres.2004.07.004 | ||||
Status: | Peer Reviewed | ||||
Publication Status: | Published | ||||
Access rights to Published version: | Restricted or Subscription Access |
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