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| Author: | Cervera, A. Molla, A. Sanchez, M. |
| Title: | Antecedents and consequences of market orientation in public organisations |
| Journal: | European Journal of Marketing
2001 : VOL. 35:11/12, p. 1259-1286 |
| Index terms: | Market orientation Public administration Performance management Organizational research |
| Language: | eng |
| Abstract: | The aim of this article is to link research on market orientation in the filed of marketing with the proposals of reform and modernisation made in the administrative and political field. Market orientation in business organisations is a highly topical issue, or even more, it is considered by some academicians as the new marketing paradigm. Following these studies and their proposals of application in other sectors, a market orientation model is developed, from a public management perspective, in the setting of local government through testing a set of hypotheses about the construct and its antecedents and consequences. Market orientation is shown to influence public organisation performance. |
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