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Extending the use of market orientation: Transforming a charity into a business

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  • Chad, Paul

Abstract

Charities play a crucial role within society but are facing growing competition. Adopting a market orientation assists for-profit organisations to improve performance and can potentially also assist charities. This paper examines the under-researched topic of how market orientation can be appropriately introduced into a charity, and the resultant effect upon performance. A charity that introduced market orientation is examined using a discourse transformation framework. Thematic analysis of in-depth interviews of employees identifies how management changed the organisation through use of a three-phase process of new managerialism, professionalism and embedding. Few if any papers have previously examined how management of a charity can successfully implement a market orientation. The paper thus expands our knowledge regarding implementation of market orientation, utilises a discourse transformation framework for examination of market orientation, and provides charity managers with worthwhile information regarding how market orientation can improve performance – for the benefit of society.

Suggested Citation

  • Chad, Paul, 2013. "Extending the use of market orientation: Transforming a charity into a business," Australasian marketing journal, Elsevier, vol. 21(1), pages 10-16.
    • Handle: RePEc:eee:aumajo:v:21:y:2013:i:1:p:10-16
    DOI: 10.1016/j.ausmj.2012.08.003
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    References listed on IDEAS

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    1. Gainer, Brenda & Padanyi, Paulette, 2005. "The relationship between market-oriented activities and market-oriented culture: implications for the development of market orientation in nonprofit service organizations," Journal of Business Research, Elsevier, vol. 58(6), pages 854-862, June.
    2. Wood, Van R. & Bhuian, Shahid & Kiecker, Pamela, 2000. "Market Orientation and Organizational Performance in Not-for-Profit Hospitals," Journal of Business Research, Elsevier, vol. 48(3), pages 213-226, June.
    3. Allan P. O. Williams, 2006. "Leadership in Change," Palgrave Macmillan Books, in: The Rise of Cass Business School, chapter 15, pages 200-220, Palgrave Macmillan.
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    Cited by:

    1. Khalil, Mary & Khan, Saira & Septianto, Felix, 2020. "Effects of power and implicit theories on donation," Australasian marketing journal, Elsevier, vol. 28(3), pages 98-107.
    2. Waljiyanto Waljiyanto & Muhammad Al Musadieq & Edy Yulianto & Yusri Abdillah, 2022. "The Effect of Organizational Transformation and Organizational Culture on Product Performance with Market Orientation as a Mediation Variable," Businesses, MDPI, vol. 2(4), pages 1-12, October.

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