search query: @indexterm strategic management / total: 1889
reference: 9 / 1889
| Author: | Ormrod, R. P. Henneberg, S. C. |
| Title: | Political market orientation and strategic party postures in Danish political parties |
| Journal: | European Journal of Marketing
2011 : VOL 45:6, p. 852-881 |
| Index terms: | political parties philosophy strategic management market orientation Denmark Scandinavia |
| Language: | eng |
| Abstract: | The article examines the relationship between the strategic positions of Danish political parties and their market orientation. A self-typing approach is employed to derive the strategic postures of two political parties. Their ideal organizational profiles are compared to their actual political market orientation profiles. The findings show that party A is perceived as a relationship builder and party B as a follower of an ideologist posture. The market orientation profiles of both parties reflected that of an ideologist, indicating that party A has a contradiction between its strategic orientation and organizational profile. |
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