If we adopt the managerial egoist principle, then we would conclude that companies should set their marketing programmes so as to maximize shareholder or stakeholder value.

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The managerial egoist principle suggests that managers should act in ways that maximize their own interests, which often aligns with maximizing shareholder or stakeholder value as it can lead to personal benefits such as bonuses or career advancement.

If We Adopt the Managerial Egoist Principle, Then We Would