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

Author

Listed:
  • Nathaniel D. Line

    (Florida State University)

  • Rodney C. Runyan

    (Sam Houston State University)

  • Tracy Gonzalez-Padron

    (University of Colorado at Colorado Springs)

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.

Suggested Citation

  • Nathaniel D. Line & Rodney C. Runyan & Tracy Gonzalez-Padron, 2019. "Multiple stakeholder market orientation: a service-dominant logic perspective of the market orientation paradigm," AMS Review, Springer;Academy of Marketing Science, vol. 9(1), pages 42-60, June.
    • Handle: RePEc:spr:amsrev:v:9:y:2019:i:1:d:10.1007_s13162-018-0125-z
    DOI: 10.1007/s13162-018-0125-z
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