Cultural perceptions on leadership in the Romanian public sector marketing: insights from literature
Keywords:
leadership, public sector, public sector marketing, public sector reformAbstract
This paper aims to go deeper from a marketing view in the knowledge of the role of leadership in the Romanian public sector, that is, public marketing leadership. We should note that currently there is quite a great discrepancy between the way the public sector is perceived and how the national interest should be considered either nowadays or in the future. Romanian society is becoming more diverse while the meaning and use of concepts are being adapted to their application in a more flexible public context. Taking into consideration the last three decades of New Public Management (NPM) reforms, both marketing and leadership are getting a new meaning in public institutions.
At the intended purpose a review on existing literature has been conducted, with a special focus on
specific empirical researches and comparative case-study examples.
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