The evolving marketing concept, competitive intensity and organizational performance

Robert F. Lusch, Gene R. Laczniak

Research output: Contribution to journalArticlepeer-review

137 Scopus citations


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.

Original languageEnglish (US)
Pages (from-to)1-11
Number of pages11
JournalJournal of the Academy of Marketing Science
Issue number3
StatePublished - Sep 1987
Externally publishedYes

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing


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