Author(s): Prateek Jain, Akshat Jain and Anshul Yadav
The government in most of the countries ex- hibits traits more of an administrator and regulator rather than of an entrepreneur, more so in the developing and emerging regions across the globe. Also it is a known fact that the role of Marketing in Private sector and commercial business activities is very prominent. In recent times ‘broadening’ of Marketing is taking place and it is being realised that the principles of Marketing are universal and can be applied not only to purely private business activities but to all walks of life. In this article an effort has been made to explore the entrepreneurial characteristics of the government and the relevance of Marketing in Government. An attempt has been made to find out why Government requires the help of prin- ciples of Entrepreneurship and Marketing for its proper functioning and how can Marketing contribute in making Government more equitable, effective and efficient. Gov- ernment has an important role to play in the building of a Nation and at the same time impacts an individual’s life in many ways through its Policies and legislation’s. With the changing times, the nature of governance and Government is changing at very fast pace and it has to keep up with best practices in line with well-developed and global economies. We have to keep in mind that the core objective of Government and Private sector is ultimately the same – to serve people. But in view of the difference in procedures and processes being followed in Government and Private sector, it is acknowledged that all the principles of Entrepreneurship and Marketing cannot be applied as it is to Government sector. They have to be adapted suitably in order to bring best results. The need of entrepreneurial traits and Marketing in Government has been highlighted in this article and the challenges in implementing them have also been discussed. Potential use of some of the Marketing principles in Government has been also discussed. Lastly it has been stressed that a little has already happened and still a lot needs to be done to implement the spirit of entrepreneurship and Marketing in Government in order to make Governments more enterprising.