Department of Management

Political marketing in untraditional campaigns: The case of David Cameron's Conservative Party leadership victory

Research output: Contribution to journal/Conference contribution in journal/Contribution to newspaperJournal articleResearchpeer-review

  • Robert P. Ormrod
  • Stephan C. Henneberg, Denmark
  • Nick Forward, Denmark
  • James Miller, Denmark
  • Leigh Tymms, Denmark
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 contextspecific 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.
Original languageEnglish
JournalJournal of Public Affairs
Pages (from-to)235-248
Number of pages14
Publication statusPublished - 2007

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