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Advisor(s)
Abstract(s)
With the downturn in the global socioeconomic panorama, the market orientation
(MO) and the performance of non-profit organisations (NPOs) have come in for
growing levels of attention. However, authors remain unanimous in emphasising the
scope there remains for further research designed to better understand the role of
MO on the performances achieved by NPOs. The objective of this research is thus
to analyse the influence of MO on the performance standards of NPOs. To this end,
we deployed a quantitative methodology based on the application of a survey of
NPOs that received a total of 135 valid responses. The results demonstrate a
statistically significant positive effect on the dimensions of orientation towards
users, towards the competition, the incentive system even while the effect of interfunctional coordination lacks in significance. Despite the data collection having
taken place at a particular moment in time, in the midst of the COVID-19
pandemic, which significantly hindered this process and correspondingly preventing
this study from attaining still greater representativeness, our results serve to
strengthen the theory and practice on market orientation in NPOs. The research
results also generate important implications across two levels: at the NPO level and
for their decision-makers; it also deepens knowledge on this theme and helps to
complete a gap found in the existing literature. In terms of practice, this contributes
to NPO managers and policy makers to grasp how MO is not a phenomenon
exclusive to the private sector but also extends across the non-profit sector.
Description
Keywords
Non-proft organizations Market Orientation Performance Quantitative
Citation
Francisco do Adro, Cristina I. Fernandes & Pedro M. Veiga (04 Sep 2023): The role of market orientation in the performance of NPOs, Innovation: The European Journal of Social Science Research, DOI: 10.1080/13511610.2023.2250923