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Explications of political market orientation and political brand orientation using the resource-based view of the political party
journal contribution
posted on 2023-05-17, 09:17 authored by O'Cass, AG, Voola, RThis 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.
History
Publication title
Journal of Marketing ManagementVolume
27Issue
5-6Pagination
627-645ISSN
0267-257XDepartment/School
TSBEPublisher
RoutledgePlace of publication
UKRights statement
Copyright 2011 Westburn Publishers Ltd.Repository Status
- Restricted