Now more than ever, marketing is assuming a key boundary-spanning role – a role that has also redefined the composition of the marketing organization. In this paper, the marketing organization’s integrative and mutually reinforcing components of marketing activities, customer value-creating...

Purpose Further understanding of how stakeholder marketing explains firm performance through greater customer satisfaction, innovation, and reputation of a firm. Methodology/approach Grounded in stakeholder theory, the study provides a conceptualization of stakeholder orientation based on...