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
Liam Fahey

Publication Type

Journal Article

Version

publishedVersion

Publication Date

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.

Discipline

Marketing

Publication

Journal of Marketing

Volume

63

First Page

168

Last Page

179

ISSN

0022-2429

Identifier

10.2307/1252110

Embargo Period

10-12-2014

Citation

SRIVASTAVA, Rajendra Kumar; Shervani, Tasadduq A.; and Fahey, Liam. Marketing, Business Processes, and Shareholder Value: An Organizationally Embedded View of Marketing Activities and the Discipline of Marketing. (1999). Journal of Marketing. 63, 168-179.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/4137

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