Stakeholder orientation: development and testing of a framework for socially responsible marketing

Isabelle Maignan, Tracy L. Gonzalez-Padron, G. Tomas M. Hult, O. C. Ferrell
2011 Journal of Strategic Marketing  
Q1 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 stakeholderoriented behaviors has a strong positive association with market
more » ... 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.
doi:10.1080/0965254x.2011.581384 fatcat:66vn2agulbggrjfsifrilbp7ly