Antecedents of political market orientation in Britain and Sweden: analysis and future research propositions

• During the last 20 years, political marketing has become a widespread phenomenon around the world. However, most of the research concerning political marketing has been carried out in countries such as the United States and Britain. Thus, in order to understand the antecedents of political marketing, as well as its effectiveness as an electoral strategy, there is a need for comparative research including countries that differ significantly from the U.S. and Britain.
• One such country is Sweden. Thus, the purpose of this article is to compare and analyze Sweden and Britain with regard to two analytical research questions: (1) What differences are there between Britain and Sweden that might be relevant in understanding why parties choose to be sales‐ or market‐oriented? (2) What are the implications with regards to differences between countries and between parties within countries that might help to explain why some parties in some countries are more likely than others to be market‐oriented?

Copyright © 2007 John Wiley & Sons, Ltd.