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Strategic Planning Differences among Multiple Stakeholder Orientation Profiles

Greenley, G.; Hooley, G.J.; Broderick, A.J.; Rudd, J.

Authors

G. Greenley

G.J. Hooley

A.J. Broderick

J. Rudd



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.

Citation

Greenley, G., Hooley, G., Broderick, A., & Rudd, J. (2004). Strategic Planning Differences among Multiple Stakeholder Orientation Profiles. Journal of Strategic Marketing, 12(3), 163-182. https://doi.org/10.1080/0965254042000262887

Journal Article Type Article
Publication Date Jan 1, 2004
Deposit Date Oct 12, 2009
Journal Journal of Strategic Marketing
Print ISSN 0965-254X
Electronic ISSN 1466-4488
Publisher Taylor and Francis Group
Peer Reviewed Peer Reviewed
Volume 12
Issue 3
Pages 163-182
DOI https://doi.org/10.1080/0965254042000262887
Keywords Stakeholder, Multiple stakeholder orientation, Strategic planning differences, Learning, Innovative management.