Stakeholder orientation: development and testing of a framework for socially responsible marketing created by Isabelle Maignan, Tracy L Gonzalez-Padron, G Tomas M Hult and O C Ferrell.

By:

Maignan, Isabelle [author]

Contributor(s):

Material type: Text

TextSeries: Journal of Strategic Marketing ; Volume 19, number 1,Abingdon Taylor and Francis 2011Content type:

text

Media type:

unmediated

Carrier type:

volume

ISSN:

0965254X

Subject(s):

Online resources:

Click here to access online

Summary: Drawing on the market orientation and stakeholder literatures, we conceptualize and operationalize stakeholder orientation to explore the potential contribution of the marketing function in a stakeholder view of the firm. Stakeholder orientation, similar to market orientation, is operationalized as both an organizational culture and a set of behaviors. The results of a managerial survey reveal that a new construct of stakeholder-oriented behaviors has a strong positive association with market performance, financial performance, reputation, and employee commitment. Overall, our study illustrates how a stakeholder view of the firm can help improve managerial practices that contribute to improved financial, social, and ethical performance.

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Holdings
Item type	Current library	Call number	Vol info	Status	Notes	Date due	Barcode
Journal Article	Main Library - Special Collections	HF5415.13 JOU (Browse shelf(Opens below))	Vol.19, No.4, pages 313-338	Not for loan	For in-house use only

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Drawing on the market orientation and stakeholder literatures, we conceptualize and operationalize stakeholder orientation to explore the potential contribution of the marketing function in a stakeholder view of the firm. Stakeholder orientation, similar to market orientation, is operationalized as both an organizational culture and a set of behaviors. The results of a managerial survey reveal that a new construct of stakeholder-oriented behaviors has a strong positive association with market performance, financial performance, reputation, and employee commitment. Overall, our study illustrates how a stakeholder view of the firm can help improve managerial practices that contribute to improved financial, social, and ethical performance.

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