Ormrod, RP, Zaefarian, G, Henneberg, SC et al. (1 more author) (2015) Strategy, market orientation and performance: the political context. Journal of Public Affairs, 15 (1). 40 - 55. ISSN 1472-3891
Abstract
This paper investigates the fit between the strategic posture of a political party and its political market orientation, and analyses the impact of this fit on party performance. For this purpose, a configuration theory logic is applied to the context of the political market; in particular, we develop strategic profiles (i.e. strategic postures and political market orientation) of four Belgian political parties represented in the Flemish Parliament. By comparing the strategic profiles derived from a questionnaire administered to 3148 party members with those of 'theoretically ideal' profiles, we uncover the 'strategic misfit' (or 'misalignment') for each party and then relate this misfit to party performance. Results indicate that there is a strong, negative relationship between the misalignment of actual and perceived strategic profiles on the one hand and performance on the other. However, the 'ideal profiles' differ with the strategic posture of a party. Thus, our findings show that it is not so much the strategic posture itself that will determine superior performance, but it is the strategic posture that the party aligns with implementing a particular political market orientation that is the most important factor.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | (c) 2013, John Wiley and Sons, Ltd. This is the peer reviewed version of the following article: Ormrod, RP, Zaefarian, G, Henneberg, SC and de Vries, P (2015) Strategy, market orientation and performance: the political context. Journal of Public Affairs, 15 (1). 40 - 55. ISSN 1472-3891, which has been published in final form at http://dx.doi.org/10.1002/pa.1494. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Self-Archiving. Uploaded in accordance with the publisher's self-archiving policy. |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Business (Leeds) > Marketing Division (LUBS) |
Depositing User: | Symplectic Publications |
Date Deposited: | 15 Jul 2015 09:39 |
Last Modified: | 15 Jan 2018 21:15 |
Published Version: | http://dx.doi.org/10.1002/pa.1494 |
Status: | Published |
Publisher: | Wiley |
Identification Number: | 10.1002/pa.1494 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:85121 |