ABSTRACT

The adoption of business-like practices by nonprofit organizations (NPOs) has often been associated with focusing too much on markets, rather than mission. Yet, the concept of market orientation does not view profits as the goal, but rather as a consequence. This makes it highly relevant for NPOs. We argue that identifying, monitoring, and managing the relevant stakeholder groups through a market-orientation approach can enhance both the economic and social performance of NPOs. We do so by developing a preliminary scale of stakeholder-based market orientation based on survey data from Swiss NPOs and show that components of such a scale need to include stakeholder groups other than those found in the business literature. The effect of these components on organizational growth and mission achievement are examined using a structural equation model. The results suggest that adopting a stakeholder-based market orientation concept can have positive effects on organizational growth and mission achievement.

摘要

非营利组织 (NPO) 采用类似商业的做法通常与过度关注市场而不是使命有关。然而，市场导向的概念并不将利润视为目标，而是将其视为结果。这使得它与 NPO 高度相关。我们认为，通过以市场为导向的方法识别、监控和管理相关利益相关者群体可以提高非营利组织的经济和社会绩效。为此，我们根据来自瑞士 NPO 的调查数据开发了基于利益相关者的市场导向的初步规模，并表明这种规模的组成部分需要包括商业文献中发现的利益相关者群体以外的利益相关者群体。使用结构方程模型检查这些组成部分对组织成长和使命成就的影响。