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Frans Melin
Senior lecturer
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From market orientation to brand orientation in the public sector
Author
Summary, in English
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.
Department/s
- Department of Business Administration
Publishing year
2013-09-02
Language
Swedish
Pages
1099-1123
Publication/Series
Journal of Marketing Management
Volume
29
Issue
9-10
Full text
- Available as PDF - 422 kB
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Document type
Journal article
Publisher
Westburn Publishers
Topic
- Business Administration
Keywords
- brand orientation
- corporate branding
- market orientation
- new public management
- non-profit marketing
- public-sector branding
Status
Published
ISBN/ISSN/Other
- ISSN: 0267-257X