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

Riad Shams

doi:10.1007/978-3-319-90945-5

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

Riad Shams

Marketing, Operations and Systems

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

9 Citations (Scopus)

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 language	English
Title of host publication	Innovation and Capacity Building
Subtitle of host publication	Cross-disciplinary Management Theories for Practical Applications
Editors	Demetris Vrontis, Yaakov Weber, Alkis Thrassou, Riad Shams, Evangelos Tsoukatos
Place of Publication	Hampshire, UK
Publisher	Palgrave Macmillan
Pages	151-166
Number of pages	16
ISBN (Electronic)	9783319909455
ISBN (Print)	9783319909448
DOIs	https://doi.org/10.1007/978-3-319-90945-5
Publication status	Published - 2018

Publication series

Name	Palgrave Studies in Cross-disciplinary Business Research
Publisher	Palgrave Macmillan
Volume	1
ISSN (Print)	2523-8167
ISSN (Electronic)	2523-8175

Access to Document

10.1007/978-3-319-90945-5

Cite this

Shams, R. (2018). The Evolution of Marketing as an Innovative Knowledge Stream: The Evolving Role of Stakeholder Causal Scope. In D. Vrontis, Y. Weber, A. Thrassou, R. Shams, & E. Tsoukatos (Eds.), Innovation and Capacity Building: Cross-disciplinary Management Theories for Practical Applications (pp. 151-166). (Palgrave Studies in Cross-disciplinary Business Research; Vol. 1). Palgrave Macmillan. https://doi.org/10.1007/978-3-319-90945-5

Shams, Riad. / The Evolution of Marketing as an Innovative Knowledge Stream : The Evolving Role of Stakeholder Causal Scope. Innovation and Capacity Building: Cross-disciplinary Management Theories for Practical Applications. editor / Demetris Vrontis ; Yaakov Weber ; Alkis Thrassou ; Riad Shams ; Evangelos Tsoukatos. Hampshire, UK : Palgrave Macmillan, 2018. pp. 151-166 (Palgrave Studies in Cross-disciplinary Business Research).

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Shams, R 2018, The Evolution of Marketing as an Innovative Knowledge Stream: The Evolving Role of Stakeholder Causal Scope. in D Vrontis, Y Weber, A Thrassou, R Shams & E Tsoukatos (eds), Innovation and Capacity Building: Cross-disciplinary Management Theories for Practical Applications. Palgrave Studies in Cross-disciplinary Business Research, vol. 1, Palgrave Macmillan, Hampshire, UK, pp. 151-166. https://doi.org/10.1007/978-3-319-90945-5

The Evolution of Marketing as an Innovative Knowledge Stream : The Evolving Role of Stakeholder Causal Scope. / Shams, Riad.

Innovation and Capacity Building: Cross-disciplinary Management Theories for Practical Applications. ed. / Demetris Vrontis; Yaakov Weber; Alkis Thrassou; Riad Shams; Evangelos Tsoukatos. Hampshire, UK : Palgrave Macmillan, 2018. p. 151-166 (Palgrave Studies in Cross-disciplinary Business Research; Vol. 1).

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

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Shams R. The Evolution of Marketing as an Innovative Knowledge Stream: The Evolving Role of Stakeholder Causal Scope. In Vrontis D, Weber Y, Thrassou A, Shams R, Tsoukatos E, editors, Innovation and Capacity Building: Cross-disciplinary Management Theories for Practical Applications. Hampshire, UK: Palgrave Macmillan. 2018. p. 151-166. (Palgrave Studies in Cross-disciplinary Business Research). https://doi.org/10.1007/978-3-319-90945-5

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

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