Strategic planning differences among multiple stakeholder orientation profiles

Gordon E. Greenley, Graham J. Hooley, Amanda J. Broderick, John M. Rudd

Research output: Contribution to journalArticlepeer-review


Despite being a significant topic in the literature, research into stakeholder interests is at an early stage. Although a company has an orientation to each stakeholder group these orientations exist simultaneously, giving a multiple stakeholder orientation profile (MSOP). We theorize that firms with different MSOPs will approach their strategic planning in different ways. We tested our predictions in UK companies, and found that indeed there are many strategic planning differences among different MSOPs. The most striking differences are in learning and innovative management, but there are also differences in objectives, competitive positioning and sustainable competitive advantage. Implications for theory and practice are presented.
Original languageEnglish
Pages (from-to)163-182
Number of pages20
JournalJournal of Strategic Marketing
Issue number3
Publication statusPublished - Sept 2004


  • stakeholder
  • multiple stakeholder orientation
  • strategic planning differences
  • learning
  • innovative management


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