Quotation Wilde, Simon, Patrick, Gillet, Herold, David Martin, Hogan, Owen. 2015. The Market Orientation of Australian Nonprofit SMEs. International Journal of Business and Management Studies, 4 (2), 403-409.


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Abstract

This exploratory study examines the market orientation of a sample of small to medium (SME) sized nonprofit firms in Australia. The study was undertaken in response to a perceived need for a better understanding of how smaller third sector firms, especially micro nonprofits, are embracing the marketing concept, which ultimately sees the firm begin the marketing process from the perspective of the customer. A review of extant literature indicates that while the theory and concept of market orientation had been extensively investigated in for–profits environments; limited empirical work involving small to medium nonprofit firms (with a particular focus on those firms deemed to be ‘micro’ in their size) had been undertaken within the field. To gain an initial understanding of this important marketing–related theme, 140 nonprofit managers in Australia were surveyed as part of a wider nonprofit investigation. Three components incorporating market orientation attributes were identified. These components revolved around ‘Financial/Fundraising’, ‘Compare & Adopt’, and an operational ‘Marketing Function’.

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Publication's profile

Status of publication Published
Affiliation External
Type of publication Journal article
Journal International Journal of Business and Management Studies
Language English
Title The Market Orientation of Australian Nonprofit SMEs
Volume 4
Number 2
Year 2015
Page from 403
Page to 409
Reviewed? Y
URL http://universitypublications.net/ijbms/0402/pdf/U5K903.pdf
DOI http://dx.doi.org/10.1108/00251740910978313
Open Access Y
Open Access Link http://universitypublications.net/ijbms/0402/pdf/U5K903.pdf

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People
Herold, David Martin (Details)
External
Hogan, Owen (Southern Cross University, Australia)
Patrick, Gillet (Southern Cross University, Australia)
Wilde, Simon (Southern Cross University, Australia)
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