Mind the gap

Naresh K. Malhotra · Olivia F. Lee · Can Uslay

51 citations0/0 files storedInternational Journal of Quality & Reliability Management

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Service and Product Innovation Marketing and Advertising Strategies Quality and Supply Management

Abstract

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.

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References

1985A Conceptual Model of Service Quality and Its Implications for Future Research 1990The Effect of a Market Orientation on Business Profitability 1990Market Orientation: The Construct, Research Propositions, and Managerial Implications 1993Market Orientation: Antecedents and Consequences 1994The Capabilities of Market-Driven Organizations 1984Employee-Organization Linkages: The Psychology of Commitment, Absenteeism, and Turnover.1990The Effect of a Market Orientation on Business Profitability 2018Creating Shared Value

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2019Mindfulness, socioemotional wealth, and environmental strategy of family businesses 2023Mindful consumption: Its conception, measurement, and implications 2023The geopolitics of supply chains: Assessing the consequences of the Russo-Ukrainian war for B2B relationships 2023Mindfulness in marketing & consumption: a review & research agenda 2014The mediating role of mindful entrepreneurial marketing (MEM) between production and consumption

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