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Explications of political market orientation and political brand orientation using the resource-based view of the political party

Citation

O'Cass, AG and Voola, R, Explications of political market orientation and political brand orientation using the resource-based view of the political party, Journal of Marketing Management, 27, (5-6) pp. 627-645. ISSN 0267-257X (2011) [Refereed Article]


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Copyright Statement

Copyright 2011 Westburn Publishers Ltd.

DOI: doi:10.1080/0267257X.2010.489831

Abstract

This paper adopts the resource-based view of the firm as a platform for an examination of three important political party capabilities: proactive political market orientation, responsive political market orientation, and political brand orientation. We develop a theoretical argument outlining the importance of the complementarity between these capabilities. The approach taken illustrates the links between political market orientation, using what we label as responsive political market orientation, proactive political market orientation, and political brand orientation by building on the marketing literature. We suggest that our treatment of political market orientation is important in helping to understand better its role within the resource-based view of the party. Further, it also aides in understanding political market orientation and branding in political marketing by parties within the context of competitive strategies and electoral performance.

Item Details

Item Type:Refereed Article
Keywords:political marketing, resource-based view, political responsive and proactive market orientation, political brand orientation
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Marketing Theory
Objective Division:Economic Framework
Objective Group:Management and Productivity
Objective Field:Marketing
Author:O'Cass, AG (Professor Aron O'Cass)
ID Code:74350
Year Published:2011
Deposited By:Management
Deposited On:2011-11-23
Last Modified:2014-11-14
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