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Market Orientation In Local Government Through The Analysis Of Municipal Website Content: A Framework For Its Measurement

Author

Listed:
  • Lucía Sáez Vegas
  • Iñaki Periáñez Cañadillas

Abstract

Increased competition between cities requires them to adopt concepts and methods that have been used by the private sector, such as market orientation, strategic management, marketing, human resources management, competitive advantage or the definition of a competitive image and brand, etc. The aim of this study is to analyze the market orientation in Spain’s regional capital cities by examining the content of their municipal websites. Local governments are increasingly represented on the Internet. The Internet enables them to combine elements of a town hall, tourist information bureau, chamber of commerce, business directory, shopping mall and local newsmagazine. This study also analyses whether, as a result of market orientation in management, the cities studied have fostered marketing strategies, such as the segmentation strategy, brand strategy, or city internationalisation, and it proposes a standard framework for measuring the city’s market orientation by examining the content of the municipal website.

Suggested Citation

  • Lucía Sáez Vegas & Iñaki Periáñez Cañadillas, 2013. "Market Orientation In Local Government Through The Analysis Of Municipal Website Content: A Framework For Its Measurement," Global Journal of Business Research, The Institute for Business and Finance Research, vol. 7(2), pages 47-58.
    • Handle: RePEc:ibf:gjbres:v:7:y:2013:i:2:p:47-58
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    Citations

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    Cited by:

    1. Bernd W. Wirtz & Oliver Tuna Kurtz, 2016. "Local e-government and user satisfaction with city portals – the citizens’ service preference perspective," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 13(3), pages 265-287, October.
    2. Carmelina Bevilacqua & Yapeng Ou & Pasquale Pizzimenti & Guglielmo Minervino, 2019. "New Public Institutional Forms and Social Innovation in Urban Governance: Insights from the “Mayor’s Office of New Urban Mechanics” (MONUM) in Boston," Sustainability, MDPI, vol. 12(1), pages 1-24, December.

    More about this item

    Keywords

    Market Orientation; Local Government; Websites; Competitive Advantages.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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