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The purpose of this paper is to introduce the IJPSM special issue on marketization to clarify the conceptual foundations of marketization as a phenomenon within the public sector and gauge current marketization trends based on the special issue’s seven papers.

Conceptual clarification and cross-cutting review of seven papers analysing marketization in six countries in three policy areas at the level of local government.

Four ideal-types models are deduced: quasi-markets involving both provider competition and free choice for users; classical contracting out; benchmarking and yardstick competition; and public-private collaboration. Based on the review of the seven papers, it is found that all elements in all marketization models are firmly embedded but also under dynamic change within public service delivery systems. The review also identifies limitations and modifications of the four ideal-type models. A key trend is a move towards public-private collaboration and cross-sectorial and inter-organizational governance arrangements.

Continued research on marketization would benefit from development of more fine-tuned theoretical models which are sensitive to the realm of the dynamics within particular policy and institutional contexts.

Policy-makers should balance normative objectives against the experiences gained at the level of implementation.

The special issue shows that marketization still is a concurrent phenomenon which is driving substantial change in public service delivery systems as well as is under dynamic change itself.

The purpose of this paper is to improve the understanding of the evolution of marketization in the public sector as a process of institutional change.

The paper is based on a study of marketization and gradual changes in the involvement of private contractors (as providers of maintenance services) in the municipal road and park sectors in Denmark over the past 30 years. The study draws theoretically on historical institutionalism as an interpretive framework and empirically on findings from earlier research, register data from municipal accounts as well as new survey data.

Marketization within the road and park sectors has historically taken place through gradual changes, in particular by processes of layering and displacement, which has added up to substantial transformations in both sectors. Transformations relate to the levels of private sector involvement, the purpose of using private contractors, the extent of competition and the design of contractual arrangements. The road sector has been a frontrunner in this marketization process, while the park sector increasingly has been “catching up.”

The paper contributes to the understanding of the historical development and differential pathways of marketization within the public sector. In particular, the study highlights how pathways of gradual change, spurred by the influx of long-term policy pressures, over time can lead to substantial institutional transformations.

The purpose of this paper is to investigate to what extent contracting out practices has led to perceived resource cuts in the Swedish park and road sectors.

E-survey sent to managers in park and technical departments in the municipalities. Response rate: 39.7 percent.

Decreased costs were found in 25 percent of the responding road departments, in 20 percent of park departments. 49 percent of the road departments responded “no change” or “increase” (48 percent parks). Findings indicate that tendering practices tend to be most commonly centered in Swedish municipalities situated in the three metropolitan regions (Stockholm, Gothenburg and Malmö with suburbs), while such practices are not as common in mid-sized and rural municipalities. In addition, contracting out practices correspond with higher per capita budgets, not with smaller.

The research implications are that contracting out tend to occur “where the resources are,” while poorer municipalities either have to contract even if it is more expensive, or, contracting out is combined with other provision models. The limitation of the data are that it based on managers’ perceptions, while hard data have been impossible to map.

The uniform assumption that contracting out saves public resources need to be conditioned with context, and initial resources at hand. Contracting out is one option among several possible strategies, especially for mid-sized and smaller municipalities with small budgets.

The rationalities of local government procurements are bounded by the local market situations and local the budget capacities.

This is the first study of manager’s perceptions in the Swedish park and road contexts.

The paper proposes that public sector organizations facing institutionalized reform pressure may not only integrate the reform into their operation when it fits but also pace the integration while undergoing organizational cultural transformations to fit with the reform. The newly cultivated cultural characteristics, nonetheless, need to be compatible externally with the ideational basis of the reform and internally with existing values and beliefs embodied by the organizations.

Building on a neo-institutionalist perspective, the paper develops a model which considers the possibilities and conditions that local cultural change in the reforming organizations may facilitate reform integration. To test the model's analytical potential, the paper analyzed reform responses of semi-autonomous agencies from Denmark, the Netherlands and Sweden under the New Public Management (NPM) reform. Ordinary least square (OLS) regression models were performed on the survey data collected from agency heads (or representative) during the peak of the reform trend. Analyzing this sample of later adopters whose government generally enjoyed high degrees of capacity and autonomy provided a preliminary test to the model's potential.

Significant statistical relations were found between the adoption of operation-level NPM practices and the extent that an agency's cultural characteristics fit with both the ideational basis of NPM and the exiting value-belief mix the agency embodied. Agency characteristics of “proactive responsiveness” and “goal-oriented cooperation” were found significantly related to adoption of NPM practices, showing the possibility of cultivating local cultural changes in reforming organizations.

While compatible with neo-institutionalist emphasis on local continuity, the paper describes an alternative scenario of reform integration for public managers.

The aim of this paper is to outline how public managers' reflective thinking capacity is developed through integration of education and practice using a real-life organizational problem as the educational starting point. Managers' reflective thinking capacity becomes important due to an increasing organizational complexity and the growing trend of introducing post-new public management paradigms.

Inspired by Brinkmann's (2012) approach to the inquiry on everyday life materials, semi-structured interviews were conducted with public managers taking a public management program. A phenomenologically inspired content analysis was applied in the process of scrutinizing the findings, subsequently informing the discussion on the development of problem solving through public management education.

The analysis indicates that the managers' pre-understanding of continuing education at the university level, managers' personal objectives, along with a growing experience with and insights into problem-based learning (PBL), appear to facilitate managers' integration of theory and practice. As revealed in this paper, an inquiry that integrates daily organizational practice and theoretical models and terms, as the origin of the personal development module, seems to facilitate managers' reflective thinking and self-reflexivity.

This paper illustrates that learning processes facilitated by seminars like the personal development module (PDM) not only facilitates the development of reflective thinking, but managers also seem to develop competencies in self-reflexivity – the latter being an underdeveloped element of Dewey's (1933) notion of reflective thinking. Thus, further theoretical and empirical research is needed to explore the potentials of developing a pragmatically inspired notion that offers an understanding of managers' self-reflexivity. By inquiring about managerial puzzlements through a personal development lens, a self-reflective focus adds to the Dewey-inspired approach to reflective thinking.

The purpose of this paper is to review previous research on the effects of continuing public sector management education to systematize existing knowledge, identify gaps in the literature and to point out a need for future research.

The purpose is realized as a systematic literature review using the Scopus and JSTOR databases as well as Google Scholar. A combination of the search words identified in previous research about the topic were used: Effect, outcome, impact and result in a combination with three different types of further adult education within leadership, management and/or administration: Master of Public Administration (MPA), Master of Public Management (MPM) and Master of Public Governance (MPG). The initial search resulted in millions of files. To continue in a manageable way, the first 10 results pages of each search were analyzed according to three categories: Individual level, organizational level and professional level.

Results show a limited number of papers documenting the effects of the education programs. Most papers regard the individual level effects, very few the organizational level and a few more the professional level. Given the low number of studies on the last two levels, these are suggested for future research.

This is the first study to summarize knowledge on the effects of the professional masters' programs MPA, MPM and MPG.

In 1991, India embarked on market-based economic reforms initiatives pillared on liberalization, privatization and globalization (LPG). The reforms exposed the public sector enterprises to competitive market forces, raising the need to identify and develop the competencies necessary for survival. Executive training programs were initiated to prepare public enterprises for the market-based reforms. Three decades later, the reforms especially privatization is witnessing renewed interest under the current administration. In this context, the article takes a closer look at the structure of management education provided to public sector officers in India. The article also identifies barriers for implementing the learnings from the management courses in the workplaces and suggests approaches for closing the gap.

The study follows a thematic approach based on unstructured interviews of senior executives of Indian public sector enterprises covering oil and gas, aeronautical, power and transportation sectors. New public management (NPM) is used as a yardstick of “business-like” characteristics of public sector enterprises.

Despite heavy investment, trainings have had only partial success in implementing the core objective of NPM, i.e. to provide quality services in a professional manner to meet citizen requirements. The study found that though concepts of NPM are introduced at multiple management training programs, the public enterprises lag in the implementation of NPM. The ingrained hierarchical and procedural culture of the enterprises was often highlighted as the challenge to its implementation.

The study will be of significance to Indian policymakers in designing management education programs to public sector employees. It brings out – (1) various models of management education provided to public servants across industries, (2) provide evidence on the extent of NPM implementation, (3) identify barriers for transitioning the learnings from the management courses to workplace and (4) suggest changes for improving effectiveness.

The existing research on LPG in India covers the economic transformation post-implementation and the factors contributing to the success of its implementation. This study adds to the limited literature available on the management education of public servants in the country.

This paper aims to analyze the relationship between the brand awareness of an international university operating in Indonesia and enrollment intention serially mediated by brand congruity and brand attitude and moderated by brand experience.

A moderated serial mediation model was developed and was tested using the partial least squares structural equation modeling (PLS-SEM) to examine the proposed relationship. There were 132 prospective students involved as respondents.

(1) brand awareness may not always directly affect purchase intention; (2) brand congruity and brand attitude serially mediate the relationship between brand awareness and enrollment intention; (3) brand experience may not always moderate the relationship between brand awareness and consumer behavior.

This paper considers generalizability as its limitation with suggestions to undertake future studies in other settings and the longitudinal and broader scope. Future research could examine other variables to enhance the model.

This paper also proposes theoretical and managerial implications in higher education branding and marketing.

This study closed the gap in the unsuccessful relationship between brand awareness and behavioral intention that the mediating variables of brand congruity and brand attitude must be serially present. This study also confirmed that brand experience is not empirically suitable as a moderator.