Essays on Sustainability, Marketing Capability, and Firm Performance 公开

Rodriguez, Omar (2012)

Permanent URL: https://etd.library.emory.edu/concern/etds/sb397918j?locale=zh
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Abstract

ABSTRACT

Social and environmental sustainability has become a topic of significant discussion among marketing practitioners. Marketing scholars have responded through the formation of the stakeholder marketing literature, proposing that the adoption of sustainability needs in marketing requires an evolution from a customer focus towards the understanding of a broader set of stakeholder requirements. This dissertation seeks to build on the emerging stakeholder marketing literature by providing a study into the marketing capabilities, management conflicts, and performance implications of designing a product or service offering to create "shared value" across the firm stakeholders. The study draws on depth interviews of managers and a theory-in- use approach to introduce Constituents-Based Marketing (CBM) as the capability to develop product offerings that can address the needs of multiple constituencies at the same time, and identify specific challenges as well as benefits associated with the development of CBM. An empirical test across 44 countries uses instrumental variable regression and finds CBM capability to be positively associated with sales growth, firm trust, and employee engagement. The analysis finds the CBM effects to be stronger in highly networked as well as competitive conditions. I also provide a novel understanding of marketing dispersion as a driver of CBM capability. The results are robust to estimation methods and endogeneity concerns. I present theoretical implications and managerial guidelines for the generation of market intelligence and the design of marketing organizations.

Table of Contents

TABLE OF CONTENT
I. ACKNOWLEDGEMENTS 7

II. INTRODUCTION 9
a. Definition of Sustainability 13

b. Sustainability in the Marketing Literature 16

c. State of the Marketing Knowledge 20

d. Overview of Dissertation Topics 24
III.ESSAY 1: A STUDY OF THE ORGANIZATION CAPABILITIES NEEDED TO INTEGRATE SUSTAINABILITY INTO THE

MARKETING OFFERINGS OF FIRMS. 28
a. Literature Review 33

b. Constituents Based Marketing construct 37

c. Hypotheses 47

d. Conclusions 56
IV. ESSAY 2: CBM EFFECTS - AN EMPIRICAL TEST OF ANTECENDENTS AND CONSEQUENCES 58
a. Empirical Setting 59

b. Analysis Strategy and Findings 66

c. Discussion and Implication 70
V. ESSAY 3: UNDERSTANDING THE CHALLENGES OF CREATING SHARED VALUE 76
a. Defining Shared Value 80

b. Defining Stakeholders 82

c. Research Question and Setting 87

d. Research Findings 94

e. Discussion and Implications 115
VI. CONCLUSION 123

VII. REFERENCES 124

VIII.TABLES AND FIGURES 143

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