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Market orientation and social services in private non‐profit organisations

Rodolfo Vázquez (University of Oviedo, Asturias, Spain)
Luis Ignacio Álvarez (University of Oviedo, Asturias, Spain)
María Leticia Santos (University of Oviedo, Asturias, Spain)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 October 2002

7362

Abstract

Very little attention has been devoted so far to the study of the market orientation concept in private non‐profit organisations. However, there is a general agreement concerning the positive effects that this concept’s adoption has on the non‐profit services implementation as well as on these organisations’ long‐term success. Thus this paper aims at obtaining further empirical evidence on this field of research using a private foundations sample. Nevertheless, it is considered that the distinctive and specific nature of private non‐profit organisations’ activities deserves the development of a special instrument to evaluate their degree of market orientation. In this sense, one of this study’s main contributions is the development of a market orientation measurement scale which accounts for the peculiarities of private non‐profit organisations’ operations. Additionally, the study proves the positive effect of market orientation on the non‐profit outcomes and on the fulfilment of these organisations’ missions.

Keywords

Citation

Vázquez, R., Álvarez, L.I. and Leticia Santos, M. (2002), "Market orientation and social services in private non‐profit organisations", European Journal of Marketing, Vol. 36 No. 9/10, pp. 1022-1046. https://doi.org/10.1108/03090560210437316

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MCB UP Ltd

Copyright © 2002, MCB UP Limited

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