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Market orientation: a concept for health libraries
1School of Business Information, Liverpool John Moores University, Liverpool, UK. b.a.sen@livjm.ac.uk
Health Information and Libraries Journal
|February 10, 2006
Summary
Health librarians understand market orientation similarly to management literature, with developing insights and varied emphasis on its aspects. Further research is recommended across sectors to explore differences and implications for service development.
Area of Science:
- Library and Information Science
- Health Management
- Marketing Strategy
Background:
- Exploratory research investigates market orientation as a strategic option for library managers.
- The study focuses on the value and relevance of market orientation within the health library sector.
Purpose of the Study:
- To understand the concept of market orientation specifically within the context of health libraries.
- To explore how health librarians perceive and apply market orientation principles.
Main Methods:
- Data was gathered using a focus group involving health librarians from various levels.
- An expert panel coded and categorized the collected data.
- Analysis involved a taxonomic map developed for the study.
Main Results:
- Health library professionals' understanding of market orientation aligns with established management literature definitions.
- Librarians' comprehension of market orientation is evolving.
- Certain aspects of market orientation receive more attention than others among health librarians.
Conclusions:
- Existing methods for measuring market orientation in other fields are likely applicable to libraries.
- Further research should extend to diverse library sectors to identify cross-sectoral variations.
- Cultivating an organizational culture supportive of market orientation impacts service management and development.