Quotation Duque-Zuluaga, Lola, Schneider, Ulrike. 2008. Market Orientation and Organizational Performance in the Nonprfit Context: Exploring Both Concepts and the Relationship Between Them. Journal of Nonprofit & Public Sector Marketing 19 (2): 25-47.


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Abstract

The purpose of this paper is to explore the relationship between the concepts market orientation and organizational performance for nonprofit organizations. To understand the nature of this link in the nonprofit context the authors discuss and elaborate on the applicability of both concepts to nonprofits. As a result, they develop multidimensional notions of “social orientation” and “nonprofit organizational performance” which fit the specific operating environment of nonprofit organizations engaging in the provision of health and social services and in the field of education. The authors also propose a conceptual framework that relates the latter concepts and present its main underlying propositions. They conclude by suggesting items to empirically measure the constructs and venues for future research.

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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Journal article
Journal Journal of Non Profit and Public Sector Marketing
WU Journalrating 2009 A
WU-Journal-Rating new STRAT-C
Language English
Title Market Orientation and Organizational Performance in the Nonprfit Context: Exploring Both Concepts and the Relationship Between Them
Volume 19
Number 2
Year 2008
Page from 25
Page to 47
Reviewed? Y

Associations

Projects
Analysis of Change in the Nonprofit Sector "The Austrian NPO Panel Survey"
People
Schneider, Ulrike (Details)
External
Duque-Zuluaga, Lola (Universidad Carlos III de Madrid , Spain)
Organization
Institute for Social Policy IN (Details)
Competence Center for Nonprofit Organizations and Social Entrepreneurship WE (Details)
Research areas (ÖSTAT Classification 'Statistik Austria')
5300 Economics (Details)
5320 Marketing (Details)
5363 Non-profit-sector research (NPO, NPI) (Details)
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