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The Evolution of Marketing as an Innovative Knowledge Stream: The Evolving Role of Stakeholder Causal Scope

In: Innovation and Capacity Building

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  • S. M. Riad Shams

    (Ural Federal University)

Abstract

The aim of this chapter is to discuss the evolution of marketing as a field of practice and academic discipline, the different eras of its evolution and relevant market factors and competitive factors to reinforce our perceptions of the advances of marketing dynamics that extend competitive advantage and ensure business sustainability. An inductive constructivist approach is followed to support findings from the reviewed literature. These illustrate six eras in the evolution of marketing and recommend an analysis of the causes and consequences of stakeholder relationships and interactions as a stakeholder causal scope of strategic market/stakeholder orientation, as an alternative approach to building capacity in dealing with the contemporary competitive markets, with an aim to prolong competitive advantage.

Suggested Citation

  • S. M. Riad Shams, 2018. "The Evolution of Marketing as an Innovative Knowledge Stream: The Evolving Role of Stakeholder Causal Scope," Palgrave Studies in Cross-disciplinary Business Research, In Association with EuroMed Academy of Business, in: Demetris Vrontis & Yaakov Weber & Alkis Thrassou & S. M. Riad Shams & Evangelos Tsoukatos (ed.), Innovation and Capacity Building, chapter 8, pages 151-166, Palgrave Macmillan.
    • Handle: RePEc:pal:pscchp:978-3-319-90945-5_8
    DOI: 10.1007/978-3-319-90945-5_8
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