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

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.