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Nonprofit commercialization: What shapes the perceptions of top managers?

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  • Roland Azibo Balgah
  • Jude Ndzifon Kimengsi
  • Ngwa Kester

Abstract

Business‐like thinking among NPOs and scholars has stimulated growing but contested views on what constitutes commercialization and what drives its adoption. Unfortunately, empirical efforts have largely neglected the perspective of nonprofit managers who play pivotal roles in commercialization decisions. To stem this knowledge gap, this study applies a mixed methods on a case study from Cameroon to elicit top nonprofit managers' perceptions to commercialization. Almost 90% of all top managers demonstrate sound theoretical knowledge of nonprofit commercialization. Overall, 65% perceived commercialization positively, and 40% were already engaged in commercial activities. Binary logistic regression results indicated positive and statistically significant relationships between organizational capacity variables (intervention sector, for‐profit management strategy, and assets), and managers' perceptions of nonprofit commercialization (p

Suggested Citation

  • Roland Azibo Balgah & Jude Ndzifon Kimengsi & Ngwa Kester, 2024. "Nonprofit commercialization: What shapes the perceptions of top managers?," Public Administration & Development, Blackwell Publishing, vol. 44(5), pages 460-474, December.
    • Handle: RePEc:wly:padxxx:v:44:y:2024:i:5:p:460-474
    DOI: 10.1002/pad.2067
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