The role of marketing research in Post-New Public Management
Keywords:
marketing research in public organization, marketing research for public administration;, marketing research for post new public managementAbstract
A reform from new public management to post-new public management shifts public administration focus to public value co-creation, collaboration, network management, responsiveness and citizen participation. Valuable information from citizens and/or stakeholders is crucial for policy maker to make a decision. It is necessary for policy maker to respond to citizen needs. Marketing research about behavior, opinion and needs of customers, stakeholders or citizens, reduce risk from wrong policy decision making. Besides, it creates collaboration between public organization and community in policy formation process as it has been through co-creation process of public value with community participation. Marketing research has been getting more involvement in new public management since Total Quality Management was introduced to public administration. Recently, there are many public organizations conduct customer satisfaction surveys. During post-new public management era, marketing research is playing a superior role in policy formation, compared to the past that it was applied only after the policy had been implemented. Even more public organization has done marketing research during policy formation process, there are challenges such as limitations of public administrators experience in marketing research and adherence to bureaucracy principle. Consequently, academic institutions should prepare public admiration graduates with marketing research competence to be ready for post-new public management era.
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