Mind the gap : the mediating role of mindful marketing between market and quality orientations, their interaction, and consequences
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 emergi...
| Main Authors: | , , |
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| Andre forfattere: | |
| Format: | Journal Article |
| Sprog: | English |
| Udgivet: |
2013
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| Online adgang: | https://hdl.handle.net/10356/105003 http://hdl.handle.net/10220/16828 |
| _version_ | 1826128102513704960 |
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| author | Malhotra, Naresh K. Lee, Olivia F. Uslay, Can. |
| author2 | Nanyang Business School |
| author_facet | Nanyang Business School Malhotra, Naresh K. Lee, Olivia F. Uslay, Can. |
| author_sort | Malhotra, Naresh K. |
| collection | NTU |
| description | 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. |
| first_indexed | 2024-10-01T07:19:26Z |
| format | Journal Article |
| id | ntu-10356/105003 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T07:19:26Z |
| publishDate | 2013 |
| record_format | dspace |
| spelling | ntu-10356/1050032023-05-19T06:44:41Z Mind the gap : the mediating role of mindful marketing between market and quality orientations, their interaction, and consequences Malhotra, Naresh K. Lee, Olivia F. Uslay, Can. Nanyang Business School DRNTU::Business::Marketing 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. 2013-10-24T08:21:47Z 2019-12-06T21:44:23Z 2013-10-24T08:21:47Z 2019-12-06T21:44:23Z 2012 2012 Journal Article Malhotra, N. K., Lee, O. F., & Uslay, C. (2012). Mind the gap : the mediating role of mindful marketing between market and quality orientations, their interaction, and consequences. International Journal of Quality & Reliability Management, 29(6), 607-625. 0265-671X https://hdl.handle.net/10356/105003 http://hdl.handle.net/10220/16828 10.1108/02656711211245629 en International Journal of Quality & Reliability Management |
| spellingShingle | DRNTU::Business::Marketing Malhotra, Naresh K. Lee, Olivia F. Uslay, Can. Mind the gap : the mediating role of mindful marketing between market and quality orientations, their interaction, and consequences |
| title | Mind the gap : the mediating role of mindful marketing between market and quality orientations, their interaction, and consequences |
| title_full | Mind the gap : the mediating role of mindful marketing between market and quality orientations, their interaction, and consequences |
| title_fullStr | Mind the gap : the mediating role of mindful marketing between market and quality orientations, their interaction, and consequences |
| title_full_unstemmed | Mind the gap : the mediating role of mindful marketing between market and quality orientations, their interaction, and consequences |
| title_short | Mind the gap : the mediating role of mindful marketing between market and quality orientations, their interaction, and consequences |
| title_sort | mind the gap the mediating role of mindful marketing between market and quality orientations their interaction and consequences |
| topic | DRNTU::Business::Marketing |
| url | https://hdl.handle.net/10356/105003 http://hdl.handle.net/10220/16828 |
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