From market orientation to brand orientation in the public sector
(2013) In Journal of Marketing Management 29(9-10). p.1099-1123- Abstract
- This conceptual article examines brand orientation as an alternative to market orientation in the public sector. The problem with market orientation is that the focus on customers is too great; it is myopic, and lacks true interaction; it is mechanistic, and the emphasis on economic values is too strong. In this light, brand orientation becomes an interesting alternative. Brand orientation is more powerful, since it provides a holistic and balanced perspective on an organisation, diminishing the risk of too much focus on customers, which leads to myopia. Brand orientation is more robust because it emphasises continuity coupled with dynamics and interaction, diminishing the risk of short-sightedness and reactivity. Brand orientation also... (More)
- This conceptual article examines brand orientation as an alternative to market orientation in the public sector. The problem with market orientation is that the focus on customers is too great; it is myopic, and lacks true interaction; it is mechanistic, and the emphasis on economic values is too strong. In this light, brand orientation becomes an interesting alternative. Brand orientation is more powerful, since it provides a holistic and balanced perspective on an organisation, diminishing the risk of too much focus on customers, which leads to myopia. Brand orientation is more robust because it emphasises continuity coupled with dynamics and interaction, diminishing the risk of short-sightedness and reactivity. Brand orientation also facilitates prioritisation of democratic values, diminishing the risk of too much focus on economic values. (Less)
Please use this url to cite or link to this publication:
https://lup.lub.lu.se/record/41548666-b0da-4965-8c29-4b3d409db315
- author
- Gromark, Johan LU and Melin, Frans LU
- organization
- publishing date
- 2013-09-02
- type
- Contribution to journal
- publication status
- published
- subject
- keywords
- brand orientation, corporate branding, market orientation, new public management, non-profit marketing, public-sector branding
- in
- Journal of Marketing Management
- volume
- 29
- issue
- 9-10
- pages
- 25 pages
- publisher
- Westburn Publishers
- external identifiers
-
- scopus:84883624292
- ISSN
- 0267-257X
- DOI
- 10.1080/0267257X.2013.812134
- language
- Swedish
- LU publication?
- yes
- id
- 41548666-b0da-4965-8c29-4b3d409db315
- date added to LUP
- 2017-09-11 22:19:04
- date last changed
- 2022-10-08 00:39:21
@article{41548666-b0da-4965-8c29-4b3d409db315, abstract = {{This conceptual article examines brand orientation as an alternative to market orientation in the public sector. The problem with market orientation is that the focus on customers is too great; it is myopic, and lacks true interaction; it is mechanistic, and the emphasis on economic values is too strong. In this light, brand orientation becomes an interesting alternative. Brand orientation is more powerful, since it provides a holistic and balanced perspective on an organisation, diminishing the risk of too much focus on customers, which leads to myopia. Brand orientation is more robust because it emphasises continuity coupled with dynamics and interaction, diminishing the risk of short-sightedness and reactivity. Brand orientation also facilitates prioritisation of democratic values, diminishing the risk of too much focus on economic values.}}, author = {{Gromark, Johan and Melin, Frans}}, issn = {{0267-257X}}, keywords = {{brand orientation; corporate branding; market orientation; new public management; non-profit marketing; public-sector branding}}, language = {{swe}}, month = {{09}}, number = {{9-10}}, pages = {{1099--1123}}, publisher = {{Westburn Publishers}}, series = {{Journal of Marketing Management}}, title = {{From market orientation to brand orientation in the public sector}}, url = {{https://lup.lub.lu.se/search/files/31011502/From_market_orientation_to_brand_orientation_in_the_public_sector.pdf}}, doi = {{10.1080/0267257X.2013.812134}}, volume = {{29}}, year = {{2013}}, }