In this study, we employ the concept of political market orientation to better understand how the main political parties in the United Kingdom and Germany relate to other stakeholders in the political sphere through an exploratory content analysis of their core election offering, the manifesto....

There is surprisingly little research on the market orientation of political parties, unlike its commercial cousin, with only three authors publishing work that concentrates on the concept (O'Cass, 1996, 2001a,b; Lees-Marshment, 2001a,b; Ormrod, 2004, 2005). This paper seeks to analyse the more...

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...

This article presents conceptual and empirical criticisms of the Lees-Marshment market-oriented party model. Conceptual criticisms are the short-term approach, the narrow focus on voters, the nature of the relationship to competitors, a tendency towards centralisation and the lack of a...