An approach to market orientation in the basic units of public action
- Jon Morandeira Arca
- Victoria de Elizagarate Gutiérrez
- Irati Labaien Egiguren
ISSN: 1865-1984
Year of publication: 2017
Volume: 14
Issue: 4
Pages: 409-426
Type: Article
More publications in: International review on public and nonprofit marketing: official publication of the International Association on Public and Nonprofit Marketing
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.