Business Commons^™

Multiple Stakeholder Market Orientation: A Conceptualization And Application In The Field Of Destination Marketing, Nathaniel Discepoli Line

Doctoral Dissertations

The market orientation (MO) paradigm suggests that generating and reacting to information from the product market facilitates the development of sustainable competitive advantage and enhanced organizational performance. However, the proliferation of MO as the dominant empirical approach for the investigation of the marketing concept has not gone unchallenged. Recently, proponents of “the stakeholder marketing movement” have suggested that the customer- and competitor-centric approaches characteristic of the currently accepted MO paradigm marginalize the increasingly important role of salient external stakeholders in the process of value creation. In the spirit of the stakeholder marketing perspective, the present research proposes a more broadly …