The Evolution of Marketing as an Innovative Knowledge Stream: The Evolving Role of Stakeholder Causal Scope

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

Abstract

The aim of this chapter is to discuss the evolution of marketing as a field of practice and academic discipline, the different eras of its evolution and relevant market factors and competitive factors to reinforce our perceptions of the advances of marketing dynamics that extend competitive advantage and ensure business sustainability. An inductive constructivist approach is followed to support findings from the reviewed literature. These illustrate six eras in the evolution of marketing and recommend an analysis of the causes and consequences of stakeholder relationships and interactions as a stakeholder causal scope of strategic market/stakeholder orientation, as an alternative approach to building capacity in dealing with the contemporary competitive markets, with an aim to prolong competitive advantage.
Original languageEnglish
Title of host publicationInnovation and Capacity Building
Subtitle of host publicationCross-disciplinary Management Theories for Practical Applications
EditorsDemetris Vrontis, Yaakov Weber, Alkis Thrassou, Riad Shams, Evangelos Tsoukatos
Place of PublicationHampshire, UK
PublisherPalgrave
Pages151-166
Number of pages16
ISBN (Electronic)9783319909455
ISBN (Print)9783319909448
DOIs
Publication statusPublished - 2018

Publication series

NamePalgrave Studies in Cross-disciplinary Business Research
PublisherPalgrave Macmillan
Volume1
ISSN (Print)2523-8167
ISSN (Electronic)2523-8175

Fingerprint Dive into the research topics of 'The Evolution of Marketing as an Innovative Knowledge Stream: The Evolving Role of Stakeholder Causal Scope'. Together they form a unique fingerprint.

Cite this