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Market orientation: a concept for health libraries

Sen, B.A. (2006) Market orientation: a concept for health libraries. Health Information and Libraries Journal, 23 (1). pp. 23-29. ISSN 1471-1834

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Abstract

Objectives: This paper is the result of exploratory research forming part of ongoing study into the value and relevance of market orientation as a strategic option for library managers. The aim of the study is to gain an understanding of the concept of market orientation relative to the health library sector.

Methodology: A focus group was used to gather data from health librarians working at different levels in the sector. The data was coded and categorized by an expert panel and analysed using a taxonomic map developed during the study.

Results: Health library professionals define and understand market orientation in the same way as the concept is defined in the management literature. Their understanding of the concept is developing. A greater emphasis is given to some aspects of market orientation than others.

Conclusions: There are implications for further research. Methods used to measure market orientation in other domains are likely to be relevant for libraries. Research should be extended to different sectors to explore any cross-sector differences. Fostering an organizational culture that supports market orientation has implications for service management and development.

Item Type: Article
Institution: The University of Sheffield
Academic Units: The University of Sheffield > Faculty of Social Sciences (Sheffield) > Information School (Sheffield)
Depositing User: Information Studies
Date Deposited: 23 Sep 2009 15:34
Last Modified: 26 Mar 2014 11:07
Published Version: http://dx.doi.org/10.1111/j.1471-1842.2006.00637.x
Status: Published
Publisher: Blackwell Publishing
Identification Number: 10.1111/j.1471-1842.2006.00637.x
URI: http://eprints.whiterose.ac.uk/id/eprint/9304

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