Theory, research and practice in library management 8: Market orientation

Abstract

Purpose

The purpose of this paper is to explore the relevance of market orientation (MO) as a strategic orientation in the management of libraries.

Design/methodology/approach

The literature is examined to identify aspects of market orientation, and evidence of adoption of market orientation in libraries. Lessons that can be learned from other sectors regarding market orientation are presented, and their relevance for libraries is examined.

Findings

It is found that market orientation is relevant for libraries as one of many strategic orientations. It found that there is a lack of systematic application of MO in library management, with the focus on selected aspects of MO, e.g. customer orientation.

Originality/value

The paper provides an overview of how library managers can adopt a market‐orientated approach to the strategic management of their library services.

Citation

Sen, B. (2010), "Theory, research and practice in library management 8: Market orientation", Library Management, Vol. 31 No. 4/5, pp. 344-353. https://doi.org/10.1108/01435121011046380