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An approach to market orientation in the basic units of public action

Author

Listed:
  • Jon Morandeira Arca

    (University of the Basque Country)

  • Victoria De Elizagarate Gutiérrez

    (University of the Basque Country)

  • Irati Labaien Egiguren

    (University of the Basque Country)

Abstract

Bearing in mind that market orientation can vary from one level to another of the same organisation and that most, if not all, of the studies carried out in the field of public service orientation focus on an institutional level or a hierarchical level of strategic decision-making, this paper concentrates on the analysis of public service orientation in a basic unit of public action within a government, i.e. on a hierarchical level of the tactical and operational sphere of public action. The analysis of public service orientation and its consequences was carried out on the basic unit of public action for development of the Social Economy of the Basque Country, by means of a total of 9 semi-structured interviews aimed at specific key informants. The specific characteristics of the public service orientation construct, its dimensions and its consequences are defined in the basic units of public action, along with certain points regarding the key informants to be used in this field of study.

Suggested Citation

  • Jon Morandeira Arca & Victoria De Elizagarate Gutiérrez & Irati Labaien Egiguren, 2017. "An approach to market orientation in the basic units of public action," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 14(4), pages 409-426, December.
    • Handle: RePEc:spr:irpnmk:v:14:y:2017:i:4:d:10.1007_s12208-017-0180-4
    DOI: 10.1007/s12208-017-0180-4
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    References listed on IDEAS

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