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Market Orientation in Public Service: A comparison between buyers and providers
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Karlstad Business School.
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Service Research Center. (Samot - The service and market oriented research group)
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Karlstad Business School. (CTF)
2017 (English)In: Journal of Nonprofit & Public Sector Marketing, ISSN 1049-5142, E-ISSN 1540-6997, p. 1-21Article in journal (Refereed) Published
Abstract [en]

Public services have been subjected to processes of deregulation, competition, and privatization in many countries worldwide. One popular reform has involved focusing on competitive procurement. This context, where public and private organizations jointly deliver the service in a dyad, makes the market orientation of public services highly complex. The main elements of market orientation – intelligence generation, intelligence dissemination and responsiveness– have shown themselves to be valid and of significance in both the private and public sectors. Nevertheless, the empirical context of the public sector involves a complexity that has been poorly addressed in market orientation research. In this study, we research the Swedish public transport industry and survey buyer and provider organizations in order to determine how market-orientated activities are approached in public-private service dyads. We present three theoretically-underpinned relationship types - buyer dominated, provider dominated and collaborative - which we suggest as having implications for market-oriented activities. A survey of public transport authorities’ (buyers, n = 48) and operators’ (providers, n = 49) market orientation activities reveals the concurrent prevalence of characteristics from all three relationship types, as both parties try to dominate the relationship while also engaging in collaborative efforts. Drawing on our theoretical framework and our empirical results, we conclude that there are legitimate differences in the perspectives of buyers and providers, and that these differences, if acknowledged and properly managed, can provide valuable resources in the development of a joint market orientation in complex public-private settings.

Place, publisher, year, edition, pages
Taylor & Francis, 2017. p. 1-21
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:kau:diva-63674DOI: 10.1080/10495142.2017.1326342OAI: oai:DiVA.org:kau-63674DiVA, id: diva2:1141253
Available from: 2017-09-14 Created: 2017-09-14 Last updated: 2017-10-12Bibliographically approved

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Molander, SofiaFellesson, MarkusFriman, Margareta
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CiteExportLink to record
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Citation style
  • apa
  • harvard1
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  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
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  • nn-NO
  • nn-NB
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  • Other locale
More languages
Output format
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  • asciidoc
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