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

B. Caemmerer, M. Marck

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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.
Original languageEnglish
Publication statusPublished - 2009
EventAustralian and New Zealand Marketing Academy - Melbourne
Duration: 30 Nov 20092 Dec 2009


ConferenceAustralian and New Zealand Marketing Academy


  • service orientation
  • public sector
  • institutional theory
  • isomorphism
  • isomorphic pressures
  • organisational service orientation
  • public services

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