Publication
Marketing orientation and financial dependence: the specific case of portuguese non-profit organisations
| Summary: | It has been largely emphasised in the literature that a market orientation can provide important competitive advantages to organisations. However, for-profit organisations have so far been the focus of much of the market orientation research and less emphasis has been put on other organisational contexts, such as the non-profit sector. Therefore, the purpose of this paper is to apply the construct of market orientation to the non-profit sector and to analyse the constraints that can be posed to an effective assimilation of this construct, namely the dependence of non-profit organisations on financial resources. |
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| Main Authors: | Macedo, Isabel Maria |
| Other Authors: | Pinho, José Carlos M. |
| Subject: | Non-profit organisations Market orientation Financial dependence |
| Year: | 2001 |
| Country: | Portugal |
| Document type: | conference paper |
| Access type: | open access |
| Associated institution: | Universidade do Minho |
| Language: | English |
| Origin: | RepositóriUM - Universidade do Minho |
| Summary: | It has been largely emphasised in the literature that a market orientation can provide important competitive advantages to organisations. However, for-profit organisations have so far been the focus of much of the market orientation research and less emphasis has been put on other organisational contexts, such as the non-profit sector. Therefore, the purpose of this paper is to apply the construct of market orientation to the non-profit sector and to analyse the constraints that can be posed to an effective assimilation of this construct, namely the dependence of non-profit organisations on financial resources. |
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