The evolving marketing concept, competitive intensity and organizational performance

Robert F Lusch, Gene R. Laczniak

Research output: Contribution to journalArticle

114 Citations (Scopus)

Abstract

Marketing educators generally assume in their teaching that there is little inconsistency between adherence to the marketing concept and the stakeholder concept. Some assume that the latter is a logical extension of the former but there has been no empirical analysis of this issue. In this paper, research based on the perceptions of Fortune 500 executives is presented which focuses on this issue. Of particular concern are their views concerning the future business environment, organizational conduct and expected performance in 1995. This data is used to empirically examine the inseparability of the marketing concept and stakeholder concept. In addition, the relationship of the competitive environment upon these philosophies as well as upon perceived organizational performance is empirically investigated and discussed.

Original languageEnglish (US)
Pages (from-to)1-11
Number of pages11
JournalJournal of the Academy of Marketing Science
Volume15
Issue number3
DOIs
StatePublished - Sep 1987
Externally publishedYes

Fingerprint

Marketing concept
Organizational performance
Stakeholders
Competitive intensity
Inconsistency
Marketing
Competitive environment
Logic
Adherence
Business environment
Empirical analysis

ASJC Scopus subject areas

  • Economics and Econometrics
  • Marketing
  • Business and International Management

Cite this

The evolving marketing concept, competitive intensity and organizational performance. / Lusch, Robert F; Laczniak, Gene R.

In: Journal of the Academy of Marketing Science, Vol. 15, No. 3, 09.1987, p. 1-11.

Research output: Contribution to journalArticle

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