Explications of political market orientation and political brand orientation using the resource-based view of the political party

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This paper adopts the resource-based view of the firm as a platform for an examination of three important political party capabilities: proactive political market orientation, responsive political market orientation, and political brand orientation. We develop a theoretical argument outlining the importance of the complementarity between these capabilities. The approach taken illustrates the links between political market orientation, using what we label as responsive political market orientation, proactive political market orientation, and political brand orientation by building on the marketing literature. We suggest that our treatment of political market orientation is important in helping to understand better its role within the resource-based view of the party. Further, it also aides in understanding political market orientation and branding in political marketing by parties within the context of competitive strategies and electoral performance.

Keywords: political brand orientation; political marketing; political responsive and proactive market orientation; resource-based view

Document Type: Research Article

DOI: http://dx.doi.org/10.1080/0267257X.2010.489831

Affiliations: 1: The University of Newcastle, Callaghan, Australia 2: University of Sydney, Sydney, Australia

Publication date: May 1, 2011

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