STRATEGIC MARKETING ORIENTATIONS FOR SOCIAL VALUE GENERATION: SYSTEMATIC LITERATURE REVIEW AND RESEARCH AGENDA
Abstract
This study aimed to identify research that addresses strategic marketing orientations from a social perspective and to discuss how studies in this area have been related over time. From the Web of Science database, we analyzed 104 studies and conducted a systematic literature review followed by bibliometric analysis. The bibliometric analysis showed the main focus of studies on strategic marketing orientation aimed at generating social value: service-dominant logic (SD-Logic), social entrepreneurship, customer participation in innovation, innovation capabilities, product development, and social marketing. The analysis and reading of the selected articles allowed us to conclude that investigations into strategic marketing orientations with a social bias are scarcely present in the literature, highlighting the need for further studies to develop knowledge on the subject.
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DOI: http://dx.doi.org/10.46827/ejmms.v9i2.1793
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