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

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...