search query: @indexterm NON-PROFIT ORGANIZATIONS / total: 255
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| Author: | Macedo, I.M. Pinho, J.C. |
| Title: | The relationship between resource dependence and market orientation: the specific case of non-profit organisations |
| Journal: | European Journal of Marketing
2006 : VOL. 40:5/6 |
| Index terms: | non-profit organizations market orientation resource management |
| Language: | eng |
| Abstract: | This paper examines the market orientation construct within the context of non-profit sector. The main of the paper is to investigate the extent to which the type of revenue strategy is related to the organisations market orientation, towards donors and/or users. The paper reports findings from a quantitative study of a representative sample of Portuguese non-profit organisations (NPOs) complemented by qualitative research methods. The results from the study indicate that Portuguese NGOs favour a market orientation towards users/beneficiaries, revealing a less proactive behaviour in relation to their donors. |
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