The impact of isomorphic pressures on the development of organisational service orientation in public services

Caemmerer, B. and Marck, M. (2009) The impact of isomorphic pressures on the development of organisational service orientation in public services. In: Australian and New Zealand Marketing Academy, 2009-11-30 - 2009-12-02.

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Abstract

This study investigates how isomorphic pressures impact on the service orientation of public sector organisations. In order to address this question we focused on the exploration of the factors impacting on organisational service orientation in two distinctively different public sector settings. The qualitative findings suggest that across different public sector settings organisations strive for an externally-driven, enthusiastic service orientation, but that interrelated isomorphic pressures and paradoxes impact on the achievement of this goal.

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