Strategic planning differences among multiple stakeholder orientation profiles

Greenley, Gordon E.; Hooley, Graham J.; Broderick, Amanda J. and Rudd, John M. (2004). Strategic planning differences among multiple stakeholder orientation profiles. Journal of Strategic Marketing, 12 (3), pp. 163-182.

Abstract

Despite being a significant topic in the literature, research into stakeholder interests is at an early stage. Although a company has an orientation to each stakeholder group these orientations exist simultaneously, giving a multiple stakeholder orientation profile (MSOP). We theorize that firms with different MSOPs will approach their strategic planning in different ways. We tested our predictions in UK companies, and found that indeed there are many strategic planning differences among different MSOPs. The most striking differences are in learning and innovative management, but there are also differences in objectives, competitive positioning and sustainable competitive advantage. Implications for theory and practice are presented.

Publication DOI: https://doi.org/10.1080/0965254042000262887
Divisions: Aston Business School > Marketing & strategy
Aston Business School > Marketing & strategy research group
Aston University (General)
Uncontrolled Keywords: stakeholder,multiple stakeholder orientation,strategic planning differences,learning,innovative management
Published Date: 2004-09

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