Operationalizing the marketing concept in the nonprofit sector

Sargeant, Adrian; Foreman, Susan; Liao, Mei Na

Abstract

This paper questions the validity of applying the market orientation construct, which was developed ostensibly for and in large multinational organizations, to a sector whose characteristics differ greatly. Instead, this paper argues for a new approach to the operationalization of the marketing concept in the nonprofit sector. The components of this 'societal orientation' are delineated, as are the organizational imperatives, antecedents and the potential consequences and benefits associated therewith. © 2002 by The Haworth Press, Inc. All rights reserved.

• Journal Article Type: Article
• Publication Date: Jan 1, 2002
• Journal: Journal of Nonprofit and Public Sector Marketing
• Print ISSN: 1049-5142
• Electronic ISSN: 1540-6997
• Publisher: Taylor & Francis (Routledge)
• Peer Reviewed: Peer Reviewed
• Volume: 10
• Issue: 2
• Pages: 41-65
• DOI: https://doi.org/10.1300/J054v10n02_03
• Keywords: nonprofit marketing, marketing concept, nonprofit sector
• Public URL: https://uwe-repository.worktribe.com/output/1083870
• Publisher URL: http://dx.doi.org/10.1300/J054v10n02_03