Please use this identifier to cite or link to this item: https://hdl.handle.net/10356/105003
Title: Mind the gap : the mediating role of mindful marketing between market and quality orientations, their interaction, and consequences
Authors: Malhotra, Naresh K.
Lee, Olivia F.
Uslay, Can.
Keywords: DRNTU::Business::Marketing
Issue Date: 2012
Source: Malhotra, N. K., Lee, O. F., & Uslay, C. (2012). Mind the gap : the mediating role of mindful marketing between market and quality orientations, their interaction, and consequences. International Journal of Quality & Reliability Management, 29(6), 607-625.
Series/Report no.: International Journal of Quality & Reliability 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.
URI: https://hdl.handle.net/10356/105003
http://hdl.handle.net/10220/16828
ISSN: 0265-671X
DOI: 10.1108/02656711211245629
Schools: Nanyang Business School 
Fulltext Permission: none
Fulltext Availability: No Fulltext
Appears in Collections:NBS Journal Articles

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