DETERMINANTS AND MEANS OF ACTIVATING LEADERSHIP AND MARKETING-ORIENTED MANAGEMENT IN THE PUBLIC SECTOR
DOI:
https://doi.org/10.34132/mspc2026.03.13.03Keywords:
public administration, leadership, market-oriented management, marketing approach, management efficiency, public authorities.Abstract
The theses present an analysis of the determinants and mechanisms for activating leadership and market-oriented management in the public sector. Based on an empirical study conducted among employees of local self-government bodies, the level of support for the implementation of marketing approaches was identified, as well as the key mechanisms for their implementation, among which the analysis of citizens’ needs, the development of communication, digitalization, and strategic planning prevail. A system of determinants for leadership activation has been distinguished, encompassing motivational-value, behavioral, socio-demographic, and organizational-communication factors. Particular attention is given to mechanisms for developing leadership competencies, improving human resource management, fostering a supportive organizational climate, as well as the use of communication-analytical and institutional-legal instruments. It has been demonstrated that the integration of leadership approaches with a marketing orientation contributes to improving the efficiency, transparency, and performance of public authorities.
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