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| Author: | Bumbacher, U. |
| Title: | Problematik der Zielgruppenorientierung bei Absatzleistungen von Nonprofit-Organisationen |
| Journal: | Betriebswirtschaft
2003 : JUL/AUG, VOL 63:4, p. 385-400 |
| Index terms: | Service Marketing Customers |
| Language: | ger |
| Abstract: | The specific characteristics of typical services of nonprofit-organizations (NPO) impede a "customer orientation" analogous to the one postulated for profit-seeking enterprises. Indirect, 2-step services induce severe decision making and coordination problems, while the attempt to respect the will of a democratic collective is bound to complicate the formulation, implementation and control of the service mandate. Finally, the term "customer" seems inadequate in the context of some of the typical NPO-services. This contribution investigates these problems and suggests various solutions, as well as a helpful classification scheme (original in German). |
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