Robert P Ormrod
Biographic Data
| ID | 1655192 |
|---|---|
| NAME | Robert P Ormrod |
| GIVEN NAMES | Robert P |
| FAMILY NAME | Ormrod |
| SIGNATURE | ORMROD R P |
| AFFILIATIONS | Aarhus University |
| ORCID | 0000-0003-3472-9935 |
| VERIFIED | Yes |
| TOTAL WORKS | 13 |
| TOTAL CITATIONS | 59 |
| WORKS AS AUTHOR | 13 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 2006 |
| LATEST PUBLICATION YEAR | 2020 |
| H-INDEX | 5 |
Political exchanges of value and the stakeholder concept
The political marketing exchange is triadic in structure, as promises given by political actors in the context of an election campaign can only be reciprocated if 1. the political actor is selected, 2. has influence over legislation negotiations, and 3. is in a position to deliver on these promises. In each of these three ‘interaction marketplaces’, political actors are indirectly influenced by stakeholders. These ‘indirect stakeholders’ are ofte…
From Markets to Stakeholders
Since the first publication of the conceptual model of political market orientation model has been used empirically to understand the behavior and attitudes of political party members towards stakeholders in various contexts. The results have provided only limited support for the constructs that represent orientations towards the various stakeholder groups. This has led to an evolution in the conceptualization of the stakeholders that are include…
Stakeholders in the political marketing context
Stakeholders influence the ability of organisations to achieve their aims, but little work has been carried out into understanding the stakeholder concept as applied to political actors. This paper first discusses the contextual nature of stakeholders using normative and strategic, and broad and narrow dimensions, integrating these 2 dimensions with power asymmetries and reciprocity. This paper then argues that a broad stakeholder concept for the…
Political Marketing
Written by authoritative figures in the field, this textbook provides an in-depth understanding of the fundamental theoretical and conceptual groundings of political marketing
Strategy, market orientation and performance
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 Parliame…
Political Marketing Orientation
In this article, we seek to distinguish between two concepts often conflated in the literature: political market orientation and political marketing orientation. In the discussion, we focus specifically on voters rather than other actors in the political sphere such as competing parties, party members, the media, and lobby groups due to the centrality of the electorate in the political marketing literature and in political practice. We identify f…
Political market orientation
This article is motivated by the growing need to integrate the current political science and marketing literature in order to provide a deeper understanding of the behaviour of political actors and their relationships with relevant stakeholder groups. In our article, we demonstrate how Ormrod’s conceptual model of political market orientation complements political science models of party organization by drawing attention to the competing interest…
Limitations and implications of product‐oriented, sales‐oriented and market‐oriented political parties
This paper provides the first literature review of work using Lees‐Marshment's product‐oriented party (POP), sales‐oriented party (SOP) and market‐oriented party (MOP) process models with the aims of assessing the models' usefulness to academics, practitioners and educators. This is motivated by an urgent need to evaluate models that claim to balance explanatory power, practical applicability and pedagogic value. Our literature review demonstrate…
Strategic Political Postures and Political Market Orientation
Recently, the areas of strategic political marketing and political market orientation have been the subject of several conceptual articles which have provided the theoretical foundations for further empirical work. However, despite the close conceptual relatedness of the proposed concepts, these have yet to be integrated to provide a more nuanced framework which both researchers and political marketing practitioners can utilise in the development…
Different Facets of Market Orientation
In this study, we employ the concept of political market orientation to better understand how the main political parties in the United Kingdom and Germany relate to other stakeholders in the political sphere through an exploratory content analysis of their core election offering, the manifesto. This study has two aims: first, we will discuss the different facets of the market orientation of the main U.K. and German parties in their respective 200…
Political Market Orientation and Its Commercial Cousin
There is surprisingly little research on the market orientation of political parties, unlike its commercial cousin, with only three authors publishing work that concentrates on the concept (O'Cass, 1996, 2001a,b; Lees-Marshment, 2001a,b; Ormrod, 2004, 2005). This paper seeks to analyse the more recent literature on the concept of political market orientation using the four synthesised dimensions of commercial market orientation identified by Laff…
Political marketing in untraditional campaigns
This study investigates the concept of political market orientation (PMO) in an untraditional setting, namely the 2005 contest for the leadership of the British Conservative Party. Based on a collective case‐study method, a content analysis of candidates' speeches and manifestos is provided. We operationalize four attitudinal constructs of a conceptual PMO model and adapt them to suit the novel campaign context. Our findings show further evidence…
A Critique of the Lees-Marshment Market-Oriented Party Model
This article presents conceptual and empirical criticisms of the Lees-Marshment market-oriented party model. Conceptual criticisms are the short-term approach, the narrow focus on voters, the nature of the relationship to competitors, a tendency towards centralisation and the lack of a distinction between the related concepts of ‘market orientation’ and ‘marketing orientation’. Empirical studies demonstrate problems with the model when applied to…
A Critique of the Lees-Marshment Market-Oriented Party Model
This article presents conceptual and empirical criticisms of the Lees-Marshment market-oriented party model. Conceptual criticisms are the short-term approach, the narrow focus on voters, the nature of the relationship to competitors, a tendency towards centralisation and the lack of a distinction between the related concepts of ‘market orientation’ and ‘marketing orientation’. Empirical studies demonstrate problems with the model when applied to…
Political Market Orientation and Its Commercial Cousin
There is surprisingly little research on the market orientation of political parties, unlike its commercial cousin, with only three authors publishing work that concentrates on the concept (O'Cass, 1996, 2001a,b; Lees-Marshment, 2001a,b; Ormrod, 2004, 2005). This paper seeks to analyse the more recent literature on the concept of political market orientation using the four synthesised dimensions of commercial market orientation identified by Laff…
Political market orientation
This article is motivated by the growing need to integrate the current political science and marketing literature in order to provide a deeper understanding of the behaviour of political actors and their relationships with relevant stakeholder groups. In our article, we demonstrate how Ormrod’s conceptual model of political market orientation complements political science models of party organization by drawing attention to the competing interest…
Stakeholders in the political marketing context
Stakeholders influence the ability of organisations to achieve their aims, but little work has been carried out into understanding the stakeholder concept as applied to political actors. This paper first discusses the contextual nature of stakeholders using normative and strategic, and broad and narrow dimensions, integrating these 2 dimensions with power asymmetries and reciprocity. This paper then argues that a broad stakeholder concept for the…
Strategic Political Postures and Political Market Orientation
Recently, the areas of strategic political marketing and political market orientation have been the subject of several conceptual articles which have provided the theoretical foundations for further empirical work. However, despite the close conceptual relatedness of the proposed concepts, these have yet to be integrated to provide a more nuanced framework which both researchers and political marketing practitioners can utilise in the development…
Political marketing in untraditional campaigns
This study investigates the concept of political market orientation (PMO) in an untraditional setting, namely the 2005 contest for the leadership of the British Conservative Party. Based on a collective case‐study method, a content analysis of candidates' speeches and manifestos is provided. We operationalize four attitudinal constructs of a conceptual PMO model and adapt them to suit the novel campaign context. Our findings show further evidence…
Limitations and implications of product‐oriented, sales‐oriented and market‐oriented political parties
This paper provides the first literature review of work using Lees‐Marshment's product‐oriented party (POP), sales‐oriented party (SOP) and market‐oriented party (MOP) process models with the aims of assessing the models' usefulness to academics, practitioners and educators. This is motivated by an urgent need to evaluate models that claim to balance explanatory power, practical applicability and pedagogic value. Our literature review demonstrate…
Political exchanges of value and the stakeholder concept
The political marketing exchange is triadic in structure, as promises given by political actors in the context of an election campaign can only be reciprocated if 1. the political actor is selected, 2. has influence over legislation negotiations, and 3. is in a position to deliver on these promises. In each of these three ‘interaction marketplaces’, political actors are indirectly influenced by stakeholders. These ‘indirect stakeholders’ are ofte…
Political Marketing Orientation
In this article, we seek to distinguish between two concepts often conflated in the literature: political market orientation and political marketing orientation. In the discussion, we focus specifically on voters rather than other actors in the political sphere such as competing parties, party members, the media, and lobby groups due to the centrality of the electorate in the political marketing literature and in political practice. We identify f…
Different Facets of Market Orientation
In this study, we employ the concept of political market orientation to better understand how the main political parties in the United Kingdom and Germany relate to other stakeholders in the political sphere through an exploratory content analysis of their core election offering, the manifesto. This study has two aims: first, we will discuss the different facets of the market orientation of the main U.K. and German parties in their respective 200…
From Markets to Stakeholders
Since the first publication of the conceptual model of political market orientation model has been used empirically to understand the behavior and attitudes of political party members towards stakeholders in various contexts. The results have provided only limited support for the constructs that represent orientations towards the various stakeholder groups. This has led to an evolution in the conceptualization of the stakeholders that are include…
Strategy, market orientation and performance
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 Parliame…
A Critique of the Lees-Marshment Market-Oriented Party Model
This article presents conceptual and empirical criticisms of the Lees-Marshment market-oriented party model. Conceptual criticisms are the short-term approach, the narrow focus on voters, the nature of the relationship to competitors, a tendency towards centralisation and the lack of a distinction between the related concepts of ‘market orientation’ and ‘marketing orientation’. Empirical studies demonstrate problems with the model when applied to…
Political Market Orientation and Its Commercial Cousin
There is surprisingly little research on the market orientation of political parties, unlike its commercial cousin, with only three authors publishing work that concentrates on the concept (O'Cass, 1996, 2001a,b; Lees-Marshment, 2001a,b; Ormrod, 2004, 2005). This paper seeks to analyse the more recent literature on the concept of political market orientation using the four synthesised dimensions of commercial market orientation identified by Laff…
Political marketing in untraditional campaigns
This study investigates the concept of political market orientation (PMO) in an untraditional setting, namely the 2005 contest for the leadership of the British Conservative Party. Based on a collective case‐study method, a content analysis of candidates' speeches and manifestos is provided. We operationalize four attitudinal constructs of a conceptual PMO model and adapt them to suit the novel campaign context. Our findings show further evidence…
Different Facets of Market Orientation
In this study, we employ the concept of political market orientation to better understand how the main political parties in the United Kingdom and Germany relate to other stakeholders in the political sphere through an exploratory content analysis of their core election offering, the manifesto. This study has two aims: first, we will discuss the different facets of the market orientation of the main U.K. and German parties in their respective 200…
Strategic Political Postures and Political Market Orientation
Recently, the areas of strategic political marketing and political market orientation have been the subject of several conceptual articles which have provided the theoretical foundations for further empirical work. However, despite the close conceptual relatedness of the proposed concepts, these have yet to be integrated to provide a more nuanced framework which both researchers and political marketing practitioners can utilise in the development…
Limitations and implications of product‐oriented, sales‐oriented and market‐oriented political parties
This paper provides the first literature review of work using Lees‐Marshment's product‐oriented party (POP), sales‐oriented party (SOP) and market‐oriented party (MOP) process models with the aims of assessing the models' usefulness to academics, practitioners and educators. This is motivated by an urgent need to evaluate models that claim to balance explanatory power, practical applicability and pedagogic value. Our literature review demonstrate…
Political Marketing Orientation
In this article, we seek to distinguish between two concepts often conflated in the literature: political market orientation and political marketing orientation. In the discussion, we focus specifically on voters rather than other actors in the political sphere such as competing parties, party members, the media, and lobby groups due to the centrality of the electorate in the political marketing literature and in political practice. We identify f…
Political market orientation
This article is motivated by the growing need to integrate the current political science and marketing literature in order to provide a deeper understanding of the behaviour of political actors and their relationships with relevant stakeholder groups. In our article, we demonstrate how Ormrod’s conceptual model of political market orientation complements political science models of party organization by drawing attention to the competing interest…
Political Marketing
Written by authoritative figures in the field, this textbook provides an in-depth understanding of the fundamental theoretical and conceptual groundings of political marketing
Strategy, market orientation and performance
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 Parliame…
From Markets to Stakeholders
Since the first publication of the conceptual model of political market orientation model has been used empirically to understand the behavior and attitudes of political party members towards stakeholders in various contexts. The results have provided only limited support for the constructs that represent orientations towards the various stakeholder groups. This has led to an evolution in the conceptualization of the stakeholders that are include…
Stakeholders in the political marketing context
Stakeholders influence the ability of organisations to achieve their aims, but little work has been carried out into understanding the stakeholder concept as applied to political actors. This paper first discusses the contextual nature of stakeholders using normative and strategic, and broad and narrow dimensions, integrating these 2 dimensions with power asymmetries and reciprocity. This paper then argues that a broad stakeholder concept for the…
Political exchanges of value and the stakeholder concept
The political marketing exchange is triadic in structure, as promises given by political actors in the context of an election campaign can only be reciprocated if 1. the political actor is selected, 2. has influence over legislation negotiations, and 3. is in a position to deliver on these promises. In each of these three ‘interaction marketplaces’, political actors are indirectly influenced by stakeholders. These ‘indirect stakeholders’ are ofte…
Business (13 works) · Political science (13 works) · Politics (13 works) · Marketing (12 works) · Law (11 works) · Law (10 works) · Public relations (9 works) · Market Orientation (8 works) · Economics (7 works) · Political Influence and Corporate Strategies (7 works)