Abstract
Packaging Government Ideas to Achieve Citizen Satisfaction and Loyalty: The CIS Model (Creating, Informing, and Supporting)
Highlights
How about politics? How politicians could “package” their ideas? Despite several studies, both in business and politics, attempted to examine how to market a message, no attention was given to propose a government's "idea packaging" that leads to citizen satisfaction and loyalty
Valuable work has accumulated in this relatively new field of marketing and management, more research is necessary to effectively address critical issues relevant to the topic. As a discipline it has to develop its own frameworks and models adopting those from the core marketing literature
One issue that warrants attention is the distinctive role of organizational capabilities in developing a political marketing strategy
Summary
Political marketing identifies and satisfies voter/citizen needs. Both in business and politics, attempted to examine how to market a message, no attention was given to propose a government's "idea packaging" that leads to citizen satisfaction and loyalty. One issue that warrants attention is the distinctive role of organizational capabilities (via the resource-based view tool) in developing a political marketing strategy. The resource-based view model (RBV) is a basis for the competitive advantage of a firm and lies primarily in the application of a bundle of valuable tangible or intangible resources (and capabilities) at the firm's disposal [1]. Important research was carried out on political marketing via the use of the RBV tool [2]-[4] focusing on elected politicians’ competitive advantage [5], [6] and governments’ performance [7] (Table I)
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