Mind the gap

Abstract

Purpose-The purpose of this paper is to integrate the distinctive streams of research on market orientation, quality orientation, and organizational mindfulness, and examine the mediating role of mindful marketing between market orientation and quality orientation, and their linkages to two emerging key outcomes: mindful consumption and value co-creation. Design/methodology/approach-Based on extant orientation and organizational mindfulness research, a conceptual framework is presented to characterize the nomological network among market and quality orientations, mindful marketing, mindful consumption and value co-creation. In total, 14 propositions are extracted. Findings-The paper proposes that the synergistic interaction of market and quality orientation has a direct influence on mindful marketing, which in turn influences two outcomes: mindful consumption and value co-creation. The dual moderating role of market structure is also incorporated among the findings. Practical implications-The proposed framework demonstrates how managers can emphasize market and/or quality orientation in order to develop an optimal mindful marketing strategy that would take the stakeholders' intrinsic benefits into account. It is suggested that this approach will lead to mindful consumption and increase the opportunities for value co-creation among the stakeholders, which will ultimately lead to better organizational performance. Originality/value-The paper represents a first attempt to integrate two strategic orientations, and the concept of mindfulness. It examines the intimate relationship between market and quality orientations and how they jointly lead to the development of mindful marketing. It also explores the role of two emerging constructs in marketing: mindful consumption and value co-creation.

Anatomy of competitive advantage: towards a contingency theory of entrepreneurial marketing

“…There is no question that when marketing is correctly carried out, it does right by the society by reducing waste (e.g., enabling more efficient distribution), improving the quality of life (e.g., helping consumers make better-informed consumption choices) and facilitating awareness, access, and affordability of respective offerings (Malhotra, Lee, & Uslay 2012;Sheth, Sethia, & Srinivas, 2011). However, in its quest for novelty, EM can be prone to excess and has had its fair share of criticism that EM campaigns are not doing enough for the society, an interesting dichotomy when entrepreneurs are often known as philanthropists.…”

The Marketing Mix in a Marketing 3.0 Context

“…importance for a business' success (McDona gh & Prothero, 2014;Kimmel, 2015). Nevertheless, factors like the financial crisis, the emerging globalization, child labor, and the climate change increasingly raises anxieties of the society in regards to business activities (Kotler et al, 2010;Luchs et al, 2010;Rettie et al, 2012). This resulted in an increasing amount of companies losing market share due to not doing business to what consumers consider to be environmental-friendly or spiritually correct (Nisen, 2013;Rawat et al, 2015).…”

“…Furthermore, literature states that Marketing 3.0 now has large -scale impacts beyond private dealings of individuals and companies and that it is ready to address the cultural implications of globalization. (Rettie et al, 2012;Liu et al, 2012). The specific contents and principles for Marketing 3.0 will be further specified and analyzed throughout this paper.…”

“…On the other hand, one could argue that companies could start developing marketing strategies according to the principle of Marketing 3.0, advertising products that appear to help make the world a better place, while in reality, these products do not create any value for the environment. This would then, according to Liu et al (2012), result in even further loss of trust in the business practices by consumers and eventually harm the business drastically in the long run.…”

“…Rather, it aims at gaining environmental and societal value by supplying meaning as the future value p roposition in marketing (Kotler et al, 2010). It acts on recent findings that psycho -spiritual benefits are the most essential need of consumers and therefore might represent a crucial, effective differentiation and competitive advantage a company can establish (Leonidou et al, 2013;Erragcha & Romdhane, 2014). Marketing achieves this object by implementing marketing on a spiritual level (Kotler et al, 2010).…”