2010
DOI: 10.1509/jppm.29.1.93
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From Market Orientation to Stakeholder Orientation

Abstract: Drawing on the marketing orientation and stakeholder literature streams, the authors define the concepts of market orientation (MO) and stakeholder orientation (SO) to explore their potential contribution to marketing. They discuss the potential contribution of each construct along with the similarities and differences that could be significant for marketing strategy. The MO construct focuses on customers and competitors and indirectly on other stakeholder groups. The SO construct does not designate any stakeh… Show more

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Cited by 220 publications
(160 citation statements)
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“…It was claimed that the 2007 definition's identification of "customers, clients, partners and society at large" was parallel, if imperfect, to the stakeholder term (Gundlach and Wilkie 2010). The attempt to define stakeholders from this limited perspective is not only imperfect but also conceptually incorrect from a stakeholder orientation perspective (Ferrell et al 2010). The 2007 AMA definition still maintains a market orientation perspective by explicitly focusing on "customers, clients, partners, and society at large."…”
Section: The Definition Of Marketing Debatementioning
confidence: 99%
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“…It was claimed that the 2007 definition's identification of "customers, clients, partners and society at large" was parallel, if imperfect, to the stakeholder term (Gundlach and Wilkie 2010). The attempt to define stakeholders from this limited perspective is not only imperfect but also conceptually incorrect from a stakeholder orientation perspective (Ferrell et al 2010). The 2007 AMA definition still maintains a market orientation perspective by explicitly focusing on "customers, clients, partners, and society at large."…”
Section: The Definition Of Marketing Debatementioning
confidence: 99%
“…The major research gap is the narrow focus on one or two stakeholders and the failure to respond to the practical reality that firms increasingly seek to provide value to multiple stakeholders beyond customers and shareholders. Hence, given the growing importance of stakeholder relationships in marketing and the limited marketing research capturing this practical reality, it is imperative to examine, from a holistic perspective, the marketing implications of paying attention and responding to the demands of multiple stakeholder groups (e.g., Bhattacharya and Korschun 2008;Ferrell et al 2010).…”
Section: A Definition and Conceptual Framework Of Stakeholder Marketingmentioning
confidence: 99%
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