Market orientation applied to police service strategies

The complexity of modern policing requires an accountable police service to operate in a diverse society, where support/trust must be earned by action and deed. The article examines the potential of market orientated strategies in facilitating policing initiatives, such as community policing and enhanced service quality. The work reviews the concept of market orientation and adopts a case study approach to research. Market orientated/customer focused strategies are examined in a range of public, private and international sectors. Findings outline a three‐stage “turnaround” process to enhance service quality and highlight the importance of market orientation in counteracting the concept of “unwilling/reluctant customers”. Draws on case studies from Inland Revenue, Richer Sounds plc and the New York Police Department.