PurposeThe purpose of this article is to analyse the diversity of markets for the provision of activation services.Design/methodology/approachThe article is based on the outcomes of a project involving nine European countries. The project investigated changing forms of governance of income protection schemes and activation services for unemployed people. Diversity is investigated by focusing on five dimensions of diversity derived from the quasi‐market concept as developed by Le Grand: the purchasers, the providers, the customers, the purchaser‐provider split and the purchaser‐customer split.FindingsThe paper finds considerable diversity in the design of markets for the provision of activation. Diversity is visible in all dimensions involved in the analysis. One interesting finding is that a full split between purchasers and providers hardly exists, although some countries have introduced a stricter split than others. Another finding concerns the voice and choice of service consumers, which seems hardly affected by the introduction of market mechanisms in the provision of activation. Finally, marketisation does not seem to be an irreversible project, as de‐marketisation processes were identified as well.Originality/valueMost current research into activation markets and their effects pays little attention to the issue of diversity in the design and functioning of markets. This article argues in favour of more systematic research of market diversity and of the variety of effects of various market models. Rather than comparing marketised with public service provision, a stronger focus on various market models may strengthen our insight into how service provision models affect the effectiveness of activation services.

Purpose -The purpose of this article is to assess the emergence of New Public Management in the governance of activation policies in nine European countries. In the light of considerable diversity in the implementation of New Public Management in the different countries, the article tries to identify common patterns. Design/methodology/approach -For the identification of patterns, fuzzy set theory is applied. Fuzzy sets are used to define ideal types and to measure the degree of membership in the different ideal types for every country. Findings -It is possible to show that despite the substantial diversity of New Public Management approaches in the governance of activation policies, common patterns exist. The article identifies four ideal types of New Public Management within the nine countries involved in the analysis. At the same time it is shown that most countries do not represent pure models but unify different tendencies within one dominant type. Originality/value -The identification of common patterns in the emergence of New Public Management in the governance of activation can provide a useful framework for discussion and further research on the implications of different forms of governance on the content and delivery of activation services in Europe.

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