Multiple Strategic Orientations: The Public Library as a Societal Organization

Barbara Anne Sen

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Library Science and Administration Public Policy and Administration Research Organizational Strategy and Culture

Abstract

This paper presents a model of multiple strategic orientations based on a case study of Cumbria Libraries, a public library service in the North West of England. The model illustrates the complexity of strategic issues in public libraries and discusses the library as a societal organization with multiple stakeholder perspectives. The case study is part of a wider study, and the results presented here focus on a strategic model that emerged from the case study. The model is based on community orientation as a form of market orientation, in combination with other multiple strategic orientations that combine to add value for the library, the community, managers, staff, politicians, community partners, users, and the County Council. A key implication for the service is the need for strong leadership. This leadership is critical in managing the complexity, and in motivating staff and community stakeholders towards offering a cohesive, and relevant service suitable for community needs.

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2006Using thematic analysis in psychology 1990The Effect of a Market Orientation on Business Profitability 1990Market Orientation: The Construct, Research Propositions, and Managerial Implications 2000Prior Knowledge and the Discovery of Entrepreneurial Opportunities 1990The Effect of a Market Orientation on Business Profitability 1998Innovation, Market Orientation, and Organizational Learning: An Integration and Empirical Examination 2002Learning orientation, firm innovation capability, and firm performance 1978Archetypes of Strategy Formulation

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