Purpose – Market orientation (MO) is at the center of the marketing discipline and has been the focus of one of the longest and richest research efforts in the field. This paper aims to study the development of the MO research area and changes in its nature, and the implications these have for...

Purpose – Managers often face a number of dilemmas with respect to their stakeholders: Who are the most salient ones? How many should they target? How to allocate attention/efforts among them? Based on stakeholders and market orientation research this paper aims to address these dilemmas....