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Abstract(s)
O presente estudo procura estudar a orientação para o mercado nas Organizações Não Governamentais para Pessoas com Deficiência (ONGPD). Com a crescente procura de serviços prestados por estas organizações, a sucessiva redução dos financiamentos públicos e o aumento da competição para angariar fundos, é importante que estas organizações utilizem instrumentos de gestão para que obtenham vantagens competitivas e melhorem o seu desempenho. Assim, a orientação para o mercado poderá ajudar na concretização no alcance destes objectivos.
Por outro lado, também as ONGPD começam a trilhar o caminho da certificação da qualidade dos serviços sociais, EQUASS1, pelo que as organizações que adoptam o conceito de orientação para o mercado passam a estar mais focadas no cliente e no meio envolvente, nos financiadores e parceiros, o que à partida permitirá reunirem melhores condições para cumprirem com os requisitos da certificação.
Neste sentido definiu-se como objectivo estudar qual a relação entre a orientação para o mercado e a prioridade dada à satisfação das necessidades dos clientes, o desempenho e a capacidade de captação de financiamento de uma ONGP. Para tal identificaram-se um conjunto de hipótese que foram posteriormente testadas.
Para a análise da relação entre as variáveis Orientação para o Mercado e Prioridade dada às Necessidades dos Clientes, Desempenho e Financiamento foi aplicado um questionário a 297 ONGPD de âmbito nacional.
De acordo com os resultados obtidos conclui-se que existe uma relação entre a orientação para o mercado e a prioridade dada à satisfação das necessidades dos clientes, o desempenho e o financiamento, contudo existem outros factores para além da orientação paro mercado que explicam esta relação que não foram identificados no modelo.
This study is reaching to find an Orientation for the Non Governmental Organization for Handicapped People (ONGPD). Following the increase of the demand for services which are presented by these organizations, the successive reducing of public finances, and the increase of competition on the funds raising it is important that management instruments to get some competitive advantages to improve their performances are used. Thus the orientation of the market will be able to help reaching and the fulfilment of these objectives. Moreover ONGPD are beginning to travel the road for the Quality Social Services Certification, EQUASS2 , so that organizations which adopt the concept of market orientation, would be focused on the client and the environment, on the sponsors and partners altogether. This will permit the gathering of the best conditions to accomplish the certification requirements. In this sense the defined goal for the study is the connection between market orientation and the priority given to the satisfaction of the costumer’s needs, the performance and the ability to regain the ONGP money support. To accomplish this, a set of hypotheses are identified and subsequently tested. For the analysis of the relation between orientation for the Market and the Priority given to Costumers Needs variable, Performance and Finances, a form was applied to 297 National ONGPD. According the obtained results we had come to the conclusion that there is a connection between market orientation and the priority which is given to clients ' needs satisfaction, the performance and financing. However other factors may coexist beyond mark orientation. These factors can explain this connection but were not identified in this model.
This study is reaching to find an Orientation for the Non Governmental Organization for Handicapped People (ONGPD). Following the increase of the demand for services which are presented by these organizations, the successive reducing of public finances, and the increase of competition on the funds raising it is important that management instruments to get some competitive advantages to improve their performances are used. Thus the orientation of the market will be able to help reaching and the fulfilment of these objectives. Moreover ONGPD are beginning to travel the road for the Quality Social Services Certification, EQUASS2 , so that organizations which adopt the concept of market orientation, would be focused on the client and the environment, on the sponsors and partners altogether. This will permit the gathering of the best conditions to accomplish the certification requirements. In this sense the defined goal for the study is the connection between market orientation and the priority given to the satisfaction of the costumer’s needs, the performance and the ability to regain the ONGP money support. To accomplish this, a set of hypotheses are identified and subsequently tested. For the analysis of the relation between orientation for the Market and the Priority given to Costumers Needs variable, Performance and Finances, a form was applied to 297 National ONGPD. According the obtained results we had come to the conclusion that there is a connection between market orientation and the priority which is given to clients ' needs satisfaction, the performance and financing. However other factors may coexist beyond mark orientation. These factors can explain this connection but were not identified in this model.
Description
Keywords
Organizações não governamentais - Pessoas com deficiência Marketing social