Multiple Strategic Orientations: The Public Library as a Societal Organization

This paper presents a model of multiple strategic orientations based on a case study of Cumbria Libraries, a public library service in the North West of England. The model illustrates the complexity of strategic issues in public libraries and discusses the library as a societal organization with multiple stakeholder perspectives. The case study is part of a wider study, and the results presented here focus on a strategic model that emerged from the case study. 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 the library, the community, managers, staff, politicians, community partners, users, and the County Council. A key implication for the service is the need for strong leadership. This leadership is critical in managing the complexity, and in motivating staff and community stakeholders towards offering a cohesive, and relevant service suitable for community needs.