Market Orientation and Nonprofit Organizations

Van R. Wood · Shahid Nakib Bhuian

63 citations0/0 files storedJournal of Nonprofit & Public Sector Marketing

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Innovation and Knowledge Management Marketing and Advertising Strategies Nonprofit Sector and Volunteering

Abstract

This paper discusses the concept of market orientation within the context of nonprofit organizations. Three elements of market orientation-market intelligence, intelligence dissemination, and responsiveness-are examined for their association with performance in nonprofit organizations. A conceptual framework is developed which identifies select senior management characteristics, organizational characteristics, and external factors as key determinants of market orientation and subsequent performance of nonprofit organizations. In all, fourteen propositions are advanced for future research. This conceptual work posits that nonprofit decision makers can create a market orientation by focusing on specific organizational and senior management characteristics, and adapting to certain external factors. The ultimate objective is to achieve and sustain organizational performance.

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References

1984Upper Echelons: The Organization as a Reflection of Its Top Managers 1990The Effect of a Market Orientation on Business Profitability 1990Market Orientation: The Construct, Research Propositions, and Managerial Implications 1983The Correlates of Entrepreneurship in Three Types of Firms 1975Management. Tasks, Responsibilities, Practices.1989Organizational Culture and Marketing: Defining the Research Agenda 1966Organizational Alienation: A Comparative Analysis 1988Rediscovering the marketing concept

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