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Bringing marketing into nonprofit organisations: A managerial nightmare!

Journal Article


Abstract


  • Many Boards and CEOs of nonprofit organisations face a dilemma in today’s increasingly competitive market,

    that of introducing cultural change by forcing adoption of a market orientation to improve performance.

    The problem lies in that employees and managers misunderstand or have serious apprehensions

    towards marketing. In extreme cases, employees call it “going to the darkside”. Via an in-depth case study,

    the tension-filled process by which management introduced market orientation into a charity is examined.

    The benefit of the paper is that it forewarnsmanagers of what to expect regarding potential employee

    resistance. We identify and provide solutions for senior managers considering cultural change towards

    greater emphasis on marketing activities. The paper advances academic knowledge regarding use of market

    orientation in charities, with a unique contribution being examination of the change process, managerial

    experiences and reaction of employees.

Publication Date


  • 2014

Citation


  • Chad, P., Kyriazis, E. & Motion, J. (2014). Bringing marketing into nonprofit organisations: A managerial nightmare!. Australasian Marketing Journal, 22 (4), 342-349.

Scopus Eid


  • 2-s2.0-84911879766

Ro Metadata Url


  • http://ro.uow.edu.au/buspapers/572

Number Of Pages


  • 7

Start Page


  • 342

End Page


  • 349

Volume


  • 22

Issue


  • 4

Place Of Publication


  • United Kingdom

Abstract


  • Many Boards and CEOs of nonprofit organisations face a dilemma in today’s increasingly competitive market,

    that of introducing cultural change by forcing adoption of a market orientation to improve performance.

    The problem lies in that employees and managers misunderstand or have serious apprehensions

    towards marketing. In extreme cases, employees call it “going to the darkside”. Via an in-depth case study,

    the tension-filled process by which management introduced market orientation into a charity is examined.

    The benefit of the paper is that it forewarnsmanagers of what to expect regarding potential employee

    resistance. We identify and provide solutions for senior managers considering cultural change towards

    greater emphasis on marketing activities. The paper advances academic knowledge regarding use of market

    orientation in charities, with a unique contribution being examination of the change process, managerial

    experiences and reaction of employees.

Publication Date


  • 2014

Citation


  • Chad, P., Kyriazis, E. & Motion, J. (2014). Bringing marketing into nonprofit organisations: A managerial nightmare!. Australasian Marketing Journal, 22 (4), 342-349.

Scopus Eid


  • 2-s2.0-84911879766

Ro Metadata Url


  • http://ro.uow.edu.au/buspapers/572

Number Of Pages


  • 7

Start Page


  • 342

End Page


  • 349

Volume


  • 22

Issue


  • 4

Place Of Publication


  • United Kingdom