Multiple stakeholder market orientation: a service-dominant logic perspective of the market orientation paradigm
Nathaniel D. Line (),
Rodney C. Runyan () and
Tracy Gonzalez-Padron ()
Additional contact information
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 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)
References: View references in EconPapers View complete reference list from CitEc
Citations: Track citations by RSS feed
Downloads: (external link)
http://link.springer.com/10.1007/s13162-018-0125-z Abstract (text/html)
Access to the full text of the articles in this series is restricted.
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: https://EconPapers.repec.org/RePEc:spr:amsrev:v:9:y:2019:i:1:d:10.1007_s13162-018-0125-z
Ordering information: This journal article can be ordered from
http://www.springer. ... gement/journal/13162
Access Statistics for this article
AMS Review is currently edited by Manjit S. Yadav
More articles in AMS Review from Springer, Academy of Marketing Science
Bibliographic data for series maintained by Sonal Shukla ().