Marketing, Business Processes, and Shareholder Value: An Organizationally Embedded View of Marketing Activities and the Discipline of Marketing

Author

Rajendra Kumar SRIVASTAVA, Singapore Management UniversityFollow
Tasadduq A. Shervani, University of Texas at Austin
Liam Fahey, Babson College

Publication Type

Journal Article

Version

publishedVersion

Publication Date

10-1999

Abstract

The authors develop a framework for understanding the integration of marketing with business processes and shareholder value. The framework redefines marketing phenomena as embedded in three core business processes that generate value for customers-product development management, supply chain management, and customer relationship management-which in turn creates shareholder value. Such a conceptualization of marketing has the potential to introduce dramatic shifts in the scope, content, and influence of marketing in the organization. The authors highlight the implications of an organizationally embedded view of marketing for the future of marketing theory and practice.

Keywords

Marketing strategy, customer relations, business planning

Discipline

Business | Marketing

Research Areas

Marketing

Publication

Journal of Marketing

Volume

63

Issue

4

First Page

168

Last Page

179

ISSN

0022-2440

Identifier

10.2307/1252110

Publisher

AMA

Citation

Srivastava, Rajendra K., Tasadduq A. Shervani and Liam Fahey. 1999. Marketing, Business Processes, and Shareholder Value: An Organizationally Embedded View of Marketing Activities and the Discipline of Marketing. Journal of Marketing 63 (4): 168-179.

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.

Additional URL

https://www.jstor.org/stable/1252110