Community, complexity, the public library and community orientation
Purpose This paper presents a model of the complexity in public libraries based on a case study of Cumbria Libraries, a public library service in the North West of England. The model illustrates the complexity of the library as a societal organization with multiple stakeholder perspectives. The model is based on community orientation as a form of market orientation, in combination with other multiple strategic orientations that combine to add value for stakeholders within the community.
... community. Research design The study is based on a case study of Cumbria Libraries. The data were gathered during field via conversations, interviews, photographs, documents, and observations including 85 participants from multiple stakeholder groups. The analytical approach blended Thematic Analysis and Situational Analysis. Findings A key finding was the existence of multiple strategic orientations, and the criticality of the leadership roles in managing the complexity, and in motivating staff and community stakeholders towards offering a cohesive, and relevant service suitable for community needs. Originality There is currently no literature on strategic orientation in libraries. The paper present an original model illustrating the complexity of the strategic orientations identified within the case study.