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Market Orientation of Nonprofit Organizations: An Indian Perspective

Author

Listed:
  • Mary Joseph T.
  • Renjini D.

Abstract

This book is an insightful account on market orientation and how it enhances the performance of non-profit organizations in India. The book provides the readers with a succinct, yet comprehensive view of scholarly research on the concepts of market orientation, non-profit marketing, and organizational performance of non-profit organizations and demonstrates why and how market orientation can be an effective organizational orientation for Indian non-profit organizations. Despite the growing importance of non-profit sector in socio-economic well-being of societies, academic debate and research in developing economy context in this field is glaringly sparse. This book attempts to addresses this gap in literature by analyzing market orientation and related concepts against the background of environmental conditions in a typical emerging economy context. Therefore, it will be especially beneficial to academics, researchers, students and practitioners in the fields of non-profit management, strategic marketing and social work, desirous of advancing their knowledge in nonprofit market orientation in these settings.

Suggested Citation

  • Mary Joseph T. & Renjini D., 2020. "Market Orientation of Nonprofit Organizations: An Indian Perspective," Vernon Press Titles in Economics, Vernon Art and Science Inc, edition 1, number 796.
    • Handle: RePEc:vpr:ecbook:796
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    References listed on IDEAS

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    1. 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.
    2. Webster, Frederick Jr., 1988. "The rediscovery of the marketing concept," Business Horizons, Elsevier, vol. 31(3), pages 29-39.
    3. Burton A. Weisbrod, 1997. "The future of the nonprofit sector: Its entwining with private enterprise and government," Journal of Policy Analysis and Management, John Wiley & Sons, Ltd., vol. 16(4), pages 541-555.
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