Political marketing in untraditional campaigns: the case of David Cameron's Conservative Party leadership victory |
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| Authors: | Robert P. Ormrod Stephan C. Henneberg Nick Forward James Miller Leigh Tymms |
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| Affiliation: | 1. Institute for Marketing and Statistics, Aarhus School of Business, University of Aarhus, DenmarkInstitute for Marketing and Statistics, Aarhus School of Business, University of Aarhus, Haslegaardsvej 10, 8210 Aarhus V, Denmark.;2. Manchester Business School, University of Manchester, UK;3. Rittal GmbH & Co. KG, Herborn, Germany;4. Citigroup, London, UK;5. Barclaycard International, Ltd, UK |
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| Abstract: | - 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 for the existance of a ‘gravitational centre’ effect hypothesized in earlier studies. Furthermore, we qualify the concept of PMO through a long‐term focus and a context‐specific evaluation of the merits of alternative PMO profiles. Thus, the generic conceptual model of political market orientatation, which previously has only been used in the content of parties contesting a general election campaign, can be adapted to alternative campaign situations without a reduction in its explanatory power.
Copyright © 2007 John Wiley & Sons, Ltd. |
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