The multiple orientations identified in this case study illustrate the complex and dynamic library environment. This paper presents a model of multiple strategic orientations based on a case study of Cumbria Libraries, a public. The model illustrates the complexity of strategic issues in the public library environment, and identifies the library as a societal organization from multiple stakeholder perspectives. The strategic model for Cumbria centres on a community orientation as a form of market orientation, in combination with other multiple strategic orientations.
This model is likely to be different for different organisations responding to the needs of differing communities. A key implication for the library service is the need for strong leadership. This leadership is critical in understanding the complexity, in identifying the appropriate strategic mix, in establishing multiple communication networks, in communicating common goals on one level, whilst allowing for diversity and multiple goals across the community, and in motivating staff and community stakeholders towards offering a cohesive, and relevant service suitable for community needs.