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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 marketdoi:10.1080/0965254x.2011.581384 fatcat:66vn2agulbggrjfsifrilbp7ly