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Market orientation in the nonprofit sector

Dwyer, David (1993) Market orientation in the nonprofit sector. Queensland University of Technology, Brisbane, QLD. [Working Paper]

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Abstract

As the nonprofit sector moves into a more competitive environment it is being required by the community to become more efficient and effective. One response is for nonprofit organisations to become market oriented, which is the familiar response in the for-profit sector. Two components of market orientation, that is market segmentation and customer oriented products, fit well within the peculiarities of a nonprofit organisation. This is usually accompanied by the desire to obtain a competitive advantage causes problems for various stakeholders within the organisation. This paper contends that three factors, management, scarcity of resources, and conflict between organisational objectives and market orientation, are major influences on the adoption of a market oriented culture for a nonprofit organisation.

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ID Code: 53238
Item Type: Working Paper
Keywords: Market Orientation, Nonprofit Sector
ISBN: 0868568228
ISSN: 1037-1516
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000)
Divisions: Current > Research Centres > Australian Centre for Philanthropy and Nonprofit Studies
Copyright Owner: Copyright 1993 Queensland University of Technology
Deposited On: 22 Aug 2012 08:40
Last Modified: 28 Sep 2013 02:56

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