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From market orientation to brand orientation in the public sector

Gromark, Johan LU and Melin, Frans LU (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)
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author
organization
publishing date
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
2018-08-05 04:44:17
@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},
  keyword      = {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          = {http://dx.doi.org/10.1080/0267257X.2013.812134},
  volume       = {29},
  year         = {2013},
}