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Party planners – how political strategies are chosen
Author(s) -
Winther Nielsen Sigge
Publication year - 2015
Publication title -
journal of public affairs
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.221
H-Index - 20
eISSN - 1479-1854
pISSN - 1472-3891
DOI - 10.1002/pa.1537
Subject(s) - realm , ideology , framing (construction) , politics , cognition , sociology , positive economics , public relations , marketing , political science , economics , business , psychology , law , structural engineering , neuroscience , engineering
When and why do party strategists select one marketing strategy over another relevant one? In this research, we answer this question by outlining a new institutional strategy framework on the basis of social psychological assumptions. This framework links the cognition of party operatives to their task of selecting a marketing strategy. On this ground, we empirically test a number of hypotheses derived from this framework. The results suggest that party strategists are influenced by their cognitive framing of the environment, but this influence is mediated by context‐specific variables embedded in the political realm such as historical tensions, coalition partners, or the ideology, goal, and organizational structure of the party. Copyright © 2014 John Wiley & Sons, Ltd.