Journal Press India®
A Model for Designing a Deliverable Political Product to Win Power for a Peaceful Democracy
Vol 18 , Issue 1 , January - June 2017 | Pages: 15-30 | Research Paper
Published Online: January 07, 2017
Author Details
( * ) denotes Corresponding author
1.
* Uttam Kumar Datta, Senior Management Counselor, Head of Marketing Management Division, Bangladesh Institute of Management, Sobhanbag, Dhaka, Bangladesh (ukdatta99@gmail.com)
Purpose: The main objective of this research is to develop a model for designing a deliverable political product (a package of political services for each constituency and an aggregated package of political services for a nation) by setting formal branch office at each constituency under a formal head office of a political organization and to measure its impact on a deliverable political product to win power for a peaceful democracy.
Design/Methodology/Approach: The author has conducted an empirical research. The population selected for the study was the graduate voters who were studying for obtaining a post-graduate diploma degree at Bangladesh Institute of Management. The sample size comprised of 300 graduate voters from the 800 post graduate diploma participants by using justified sampling technique under non-random method. Quantitative data were collected from the respondents through face to face personal interview. A non-disguised structured questionnaire was made containing 8 key variables for collecting the influencing score out of 100 on a 0- 100 scale for each independent variable on the dependent variable. SPSS has been used for conducting regression analysis to test the hypothesis.
Research Limitations: The sample has been selected from only one country i.e., Bangladesh. It is noteworthy to state that all the respondents were politically conscious and almost equivalent of the other country’s voter-market.
Practical Implications: All political organizations in any democratic country would be driven to design a national and local political product strategy in order to formulate a practically deliverable product. Also, the results of the study would guide the political parties to select a popular candidate for MP/Legislator in each constituency/electoral area by using local formal branch office under a formal head office. It would be a new way of democratic politics for a peaceful world.
Originality/Value: This research is an empirical study on the basis of a new concept of political services marketing.
Keywords
Formal Branch Office, Formal Head Office, Marketing Research, Political Product, Winning Power, Peaceful Democracy.
- Bara, J.L. (2006). The 2005 manifesto: A sense of Déjà vu?. Journal of Elections, Public Opinion and Parties, 16(3), 265-281.
- Booz, Allen, & Hamilton. (1982). New product management for the 1980s. New York: Booz, Allen & Hamilton, Inc.
- Butler, P., & Collins, N. (1994). Political marketing: Structure and process, European Journal of Marketing, 28(1), 19-34.
- Cooper, R. (2001). Winning at new products: Accelerating the process from idea to launch (3rd Ed.). Massachusetts: Perseus Publishing.
- Crawford, C. (1987). New product management. (2nd Ed.). Illinois: Richard D. Irwin.
- Datta, U.K. (2016). Political services marketing for peaceful world, Delhi Business Review, 17(1), 15-33.
- Evans, L., & Bryant, P. (2008). LHC machine. Journal of Instrumentation, 3(08), 1-158.
- Kotler, P. (1975). Overview of political candidate marketing, in NA - Advances in Consumer Research Volume 02, Eds. Mary Jane Schlinger, Ann Abor, MI : Association for Consumer Research, 761-770.
- Kotler, P., Armstrong, G., Saunders, J., & Wong, V. (1999). Principles of marketing (Second European Edition). Upper Saddle River: Prentice Hall Inc.
- Kotler, P. (2004). Marketing Management. (11th Ed.), New Jersey, USA: Prentice Hall.
- Lees-Marshment, J. (2001). The marriage of politics and marketing. Political Studies, 49(4), 692-713.
- Lees-Marshment, J., Rudd, C., & Stromback, J. (2009). Global political marketing. (1st Ed.). New York: Routledge.
- Lloyd, J. (2005). Square peg, round hole? Can marketing based concepts such as the ‘product’ and the ‘marketing mix’ have a useful role in the political marketing arena? Journal of Nonprofit & Public Sector Marketing, 14(1-2), 27-46.
- Nimmo, D. (1970). The political persuaders; the techniques of modern election campaigns. Englewood Cliffs, New Jersey: Prentice-Hall, Inc.
- Ormrod, R. P., Henneberg, S. C., Forward, N., Miller, J., & Tymms, L. (2007). Political marketing in untraditional campaigns: The case of David Cameron’s Conservative Party leadership victory. Journal of Public Affairs, 7(3), 235-248.
- Reid, D.M. (1988). Marketing the political product. European Journal of Marketing, 33(9), 34-47.
- Schattschneider, E.E. (1942). Party Government. New York: Rinehart and Co.
- Shama, A. (1976). The marketing of Political Candidates. Journal of the Academy of Marketing Science, 4(4), 764-777.
- Tidd, J., Pavitt, K., & Bessant, J. (2001). Managing Innovation: Integragting Technological, Market, and Organizational Change. (3rd Ed.). Chichester: Wiley.
- Ulrich, K.T., & Eppinger, S.D. (2011). Product Design and Development. United States: McGraw-Hill.
- Utterback, J.M. (1971). The process of innovation: A study of the origination and development of ideas for new scientific instruments. IEEE Transactions on Engineering Management, 18(4), 124-131.
- Wring, D. (1997). Reconciling Marketing with Political Science: Theories of Political Marketing. Journal of Marketing Management, 13(5), 651-663.
Abstract Views: 7
PDF Views: 393