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Multiple stakeholder market orientation: a service-dominant logic perspective of the market orientation paradigm

Nathaniel D. Line (), Rodney C. Runyan () and Tracy Gonzalez-Padron ()
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Nathaniel D. Line: Florida State University
Rodney C. Runyan: Sam Houston State University
Tracy Gonzalez-Padron: University of Colorado at Colorado Springs

AMS Review, 2019, vol. 9, issue 1, No 4, 42-60

Abstract: Abstract The purpose of this research is to propose a comprehensive conceptualization of the market orientation construct that acknowledges the role of salient stakeholders in value co-creation. The proposed multiple stakeholder market orientation (MSMO) construct is a more broadly defined conceptualization of what it means to implement the marketing concept in a multi-stakeholder business environment. The construct is developed within the context of prevailing theoretical perspectives including the service-dominant logic of marketing, stakeholder theory, and the market orientation paradigm. Specifically, the construct is developed as an interconnected operant resource consisting of a stakeholder orientation, a systems orientation, and a shared value orientation.

Keywords: Market orientation; Service-dominant logic; Stakeholder theory; Stakeholder marketing; Shared value (search for similar items in EconPapers)
Date: 2019
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DOI: 10.1007/s13162-018-0125-z

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