Strategic Marketing: Planning and Control, Third Edition

134 Strategic Marketing: Planning and Control

interests of particular stakeholder groups according to the power and

influence the groups actually wield.

3 Business ethics: An ethical dimension also affects the mission and object-

ives that an organisation should fulfil. This mainly relates to the corpo-

ration’s social responsibility to stakeholder groups, in particular those

whose power and influence is marginal, such as a local community.

Although expectations of an individual’s ethical behaviour has a sig-

nificant influence, this ethical domain is subject to cultural attitudes

and beliefs.

4 Cultural context: The aspects of mission that are prioritised will reflect

the cultural environment that surrounds the corporation. This influ-

ence will occur at several levels: at a broad level wider national cul-

tures will be influential, individuals in functional areas will be

influenced by the culture of their professional reference groups, there

will also be internal sub-cultures operating at divisional or functional

level within the company.

Mission

Objectives

• Whom should the
  organisation
  serve?


• Accountability
  and regulatory
  framework

Corporate

governance • Whom does the

organisation serve?

• Balance of power
  and influence of
  the various
  stakeholders

Stakeholders

• Social
  responsibility


• Expectation of
  individuals ethical
  behaviour

Business ethics • What aspects of

the mission are

prioritised?

• Influence of the
  cultural
  environment

Cultural Context

Figure 7.1
Influences on an
organisation’s
mission and
objectives (Source:
Adapted from
Johnson and
Scholes, 1999)