Communicating Market-Oriented Leadership in Power and Opposition

  • Edward ElderEmail author
Part of the Palgrave Studies in Political Marketing and Management book series (Palgrave Studies in Political Marketing and Management)


The ability to communicate governing qualifications and personal qualities was vital for both National Party Leader and Prime Minister, Bill English, and Labour Party Leader, Jacinda Ardern, in the 2017 New Zealand General Election given they were both new to their roles. Because of this, leadership was more of a focus in this campaign than in the past. Through the Contemporary Governing Leaders’ Communication Model, this chapter highlights how both leaders effectively promoted the qualities that were already seen as their strengths, but struggled to mitigate or strengthen certain aspects of their image that were seen as weaknesses going into the campaign—for Ardern, strong and competent leadership, and for English, responsiveness to public concern and criticism. The chapter concludes with lessons for Ardern, newly elected National Party Leader, Simon Bridges, and political marketing scholarship more broadly, going forward.


Market orientation Political leadership Governing Political communication Government 


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Copyright information

© The Author(s) 2018

Authors and Affiliations

  1. 1.University of AucklandAucklandNew Zealand

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