Literature on the consequences of managerial reform for professionals in public services has often taken the professions as universal phenomenon, unaffected by sectoral heterogeneity. However, focusing on professionals’ own perspectives, this study notes important similarities and variations between professionals from two domains—GPs and teachers. The findings are attributed to professional identity values of excellence, ethics, and engagement, against which reforms were directed, and to the capacity of different professional groups to develop strategies based on these values. Suggesting that the professional identity of specific professions is key creates different conditions and consequences for introducing new management practices.
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