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Frans Melin . Photo

Frans Melin

Senior lecturer

Frans Melin . Photo

From market orientation to brand orientation in the public sector

Author

  • Johan Gromark
  • Frans Melin

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

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