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

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Innovation and Capacity Building

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.

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Authors and Affiliations

  1. Ural Federal University, Yekaterinburg, Russia

    S. M. Riad Shams

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  1. S. M. Riad Shams
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Correspondence to S. M. Riad Shams .

Editor information

Editors and Affiliations

  1. School of Business, University of Nicosia, Nicosia, Cyprus

    Demetris Vrontis

  2. School of Business Administration, College of Management, Rishon Lezion, Israel

    Yaakov Weber

  3. School of Business, University of Nicosia, Nicosia, Cyprus

    Alkis Thrassou

  4. Ural Federal University, Yekaterinburg, Russia

    S. M. Riad Shams

  5. Department of Accounting and Finance, University of Applied Sciences Crete (T.E.I. of Crete), Heraklion, Crete, Greece

    Evangelos Tsoukatos

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Shams, S.M.R. (2018). The Evolution of Marketing as an Innovative Knowledge Stream: The Evolving Role of Stakeholder Causal Scope. In: Vrontis, D., Weber, Y., Thrassou, A., Shams, S., Tsoukatos, E. (eds) Innovation and Capacity Building. Palgrave Studies in Cross-disciplinary Business Research, In Association with EuroMed Academy of Business. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-90945-5_8

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