The Evolving Marketing Concept, Competitive Intensity and Organizational Performance

Authors

Robert F. Lusch, University of Oklahoma Norman CampusFollow
Gene R. Laczniak, Marquette UniversityFollow

Document Type

Article

Language

eng

Format of Original

11 p.

Publication Date

9-1987

Publisher

Springer

Source Publication

Journal of the Academy of Marketing Science

Source ISSN

0092-0703

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.

Comments

Journal of the Academy of Marketing Science, Vol. 15, No. 3 (September 1987): 1-11. DOI.

Recommended Citation

Lusch, Robert F. and Laczniak, Gene R., "The Evolving Marketing Concept, Competitive Intensity and Organizational Performance" (1987). Marketing Faculty Research and Publications. 180.
https://epublications.marquette.edu/market_fac/180