Market Orientation: A Framework for Public Institutions

ABSTRACT

The aim of this work is to link Kohli and Jaworski's research on market orientation in the field of marketing, with the proposals of reform and modernization made in the administrative and political sphere. Market orientation in business organizations, its antecedents and its consequences on performance is a highly topical question. Moreover, it is considered by some academicians as the new marketing paradigm. By examining this line of studies and their proposals for application to different sectors, we will proceed, on the basis of this analysis, to develop a market orientation theoretical model in the field of public administration. Adopting a behavioral approach, this work projects those Constituent activities of market orientation (information generation, dissemination and response) in the light of democratic public institutions whose aims exceed the mere provision of public services.

KEYWORDS:

• Market orientation
• public marketing
• local government
• model
• marketing concept
• receptive administration