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Introduction of market orientation into charities, easier said than done?

Conference Paper


Abstract


  • In the for-profit sector, market orientation is accepted as assisting organisations to improve

    performance. It is considered that market orientation can also benefit organisations within the

    not-for-profit sector. This paper case studies a not-for-profit charity that introduced market

    orientation. Via thematic analysis of in-depth interviews of employees, change within the

    organisation is evaluated with findings indicating that an increase in market orientation can

    improve service offerings to clients, and use of direct marketing techniques can improve

    revenue generation enabling charities to do more with less. However, there are specific

    underlying aspects of charities that need to be maintained to appease existing employees. The

    paper advances academic and practitioner knowledge regarding how market orientation can

    successfully be introduced into a charity.

Publication Date


  • 2010

Citation


  • Chad, P. A., Kyriazis, E. & Motion, J. M. (2010). Introduction of market orientation into charities, easier said than done?. ANZMAC 2010 ''Doing More with Less'' (pp. 1-1). Christchurch, New Zealand: Department of Management, College of Business and Economics, University of Canterbury.

Start Page


  • 1

End Page


  • 1

Place Of Publication


  • Christchurch, New Zealand

Abstract


  • In the for-profit sector, market orientation is accepted as assisting organisations to improve

    performance. It is considered that market orientation can also benefit organisations within the

    not-for-profit sector. This paper case studies a not-for-profit charity that introduced market

    orientation. Via thematic analysis of in-depth interviews of employees, change within the

    organisation is evaluated with findings indicating that an increase in market orientation can

    improve service offerings to clients, and use of direct marketing techniques can improve

    revenue generation enabling charities to do more with less. However, there are specific

    underlying aspects of charities that need to be maintained to appease existing employees. The

    paper advances academic and practitioner knowledge regarding how market orientation can

    successfully be introduced into a charity.

Publication Date


  • 2010

Citation


  • Chad, P. A., Kyriazis, E. & Motion, J. M. (2010). Introduction of market orientation into charities, easier said than done?. ANZMAC 2010 ''Doing More with Less'' (pp. 1-1). Christchurch, New Zealand: Department of Management, College of Business and Economics, University of Canterbury.

Start Page


  • 1

End Page


  • 1

Place Of Publication


  • Christchurch, New Zealand