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Market orientation and organizational performance in the nonprofit context. Exploring both concepts and the relationship between them.

Duque-Zuluaga, Lola C. and Schneider, Ulrike (2006) Market orientation and organizational performance in the nonprofit context. Exploring both concepts and the relationship between them. Working Papers / Institut für Sozialpolitik, 01/2006. Institut für Sozialpolitik, WU Vienna University of Economics and Business, Vienna.

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Abstract

The purpose of this paper is to explore the relationship between the concepts market orientation and organizational performance for nonprofit organizations. To understand the nature of this link in the nonprofit context, the authors will discuss and elaborate on the applicability of both concepts to nonprofits. They will develop multidimensional notions of "societal orientation" and "nonprofit organizational performance," which fit the specific operating environment of nonprofit organizations engaged in the provision of health and social services. The authors also propose a conceptual framework that relates both notions and present the main underlying propositions. They conclude by suggesting items to empirically measure both constructs and venues for future research. (author´s abstract)

Item Type: Paper
Keywords: Non-profit Organisationen / Marktverhalten
Classification Codes: RVK QR 400
Divisions: Departments > Sozioökonomie > Sozialpolitik
Depositing User: Repository Administrator
Date Deposited: 15 Sep 2008 14:16
Last Modified: 30 Jul 2015 02:56
URI: http://epub.wu.ac.at/id/eprint/324

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