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

Gordon E. Greenley, Graham J. Hooley, John M. Rudd

Research output: Contribution to journalArticle

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. © 2004 Elsevier Inc. All rights reserved.
Original languageEnglish
Pages (from-to)1483-1494
Number of pages12
JournalJournal of Business Research
Volume58
Issue number11
DOIs
Publication statusPublished - Nov 2005

Keywords

  • market orientation
  • marketing capabilities and assets
  • multiple stakeholder orientation profile

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