Recently, the areas of strategic political marketing as well as political market orientation have been the subject of several conceptual articles (e.g., Henneberg 2006a; O'Cass 1996; Ormrod 2005, 2007). These have laid the theoretical foundations for further empirical work (e.g., Henneberg 2006b; O'Cass 1996, 2001a, 2001b; Ormrod et al. 2007; Ormrod and Henneberg 2008 forthcoming). However, despite the close conceptual relatedness between some of these concepts they have yet to be integrated to provide a more nuanced picture which researchers but also political marketing practitioners can utilise in the development of political strategies and offerings with which to achieve their organizational goals. In this paper, we introduce two complementary sets of concepts, namely Strategic Political Postures (SPP) (Henneberg 2006a) and Political Market Orientation (PMO) (Ormrod 2005, 2007). Based on these, we develop an integrated construct of political marketing strategy which is exemplified by the derivation of hypotheses of the relationships between organizational stances on the one hand, and attitudinal and behavioural aspects of political market orientation on the other. We propose two levels of hypotheses: Firstly, a static level, where hypotheses regarding specific PMO profiles are related to each of the four postures. Secondly, on a dynamic level the relationship strengths between different attitudinal and behavioural constructs of PMO are hypothesised, again for each of the four SPP. Finally, we outline approaches for empirical testing and discuss implications for future research directions.
Ikke Angivet, 2007
Political marketing; Political market orientation; Strategic postures; Party strategy