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ID:39990253
大小:125.19 KB
页数:21页
时间:2019-07-16
《The relationship between resource dependence and market orientation 》由会员上传分享,免费在线阅读,更多相关内容在学术论文-天天文库。
1、Thecurrentissueandfulltextarchiveofthisjournalisavailableatwww.emeraldinsight.com/0309-0566.htmResourceTherelationshipbetweendependenceandresourcedependenceandmarketorientationorientation533Thespecificcaseofnon-profitorganisationsReceivedMarch2004IsabelMaria
2、MacedoandJose´CarlosPinhoRevisedNovember2004SchoolofEconomicsandManagement,UniversityofMinho,Braga,PortugalAbstractPurposeThisarticlesetsouttoexaminethemarketorientationconstructwithinthecontextofthenon-profitsector.Giventhespecificityofnon-profitorganisation
3、sandtheincreasinglydemandingresourceenvironmentsinwhichtheseorganisationsoperate,theadoptionoftheconceptofmarketingisviewedasanadaptivestrategyforensuringthatorganisationsreceivethenecessaryresourcesforaccomplishingtheirmissionsandcarryingouttheiractivitie
4、s.Inlinewiththis,thepresentarticleaimstoinvestigatetheextenttowhichthetypeofrevenuestrategyisrelatedtotheorganisationsmarketorientation,towardsdonorsand/orusers.Design/methodology/approachDrawingfromaresourcedependenceconceptualframework,thearticlereportsfi
5、ndingsfromaquantitativestudyofarepresentativesampleofPortuguesenon-profitorganisations(NPOs).Thisapproachwascomplementedbyqualitativeresearchmethods.Combiningthesetwoapproacheshasgivenaccesstodifferentlevelsofrealityandprovidedamoreholisticunderstandingofth
6、ephenomenaunderstudy.FindingsTheresultsfromthepresentstudydemonstratethatPortugueseNPOsfavouramarketorientationtowardsusers/beneficiaries,revealingalessproactivebehaviourinrelationtotheirdonors.Inthepresentstudy,theresourcedependencetheoryhasprovedtobeanimp
7、ortanttheoreticaltoolforunderstandingmarketorientationstrategieswithinthenon-profitsector.Thelinkbetweenthetypeofresourcestrategyandtheorganisationsmarketorientationstandsoutasanimportantfindingderivedfromthepresentstudyandisparticularlyvisibleinrelationtodo
8、normarketorientation.Inaddition,empiricaldatapartiallysupporttheconclusionthatdiversificationofrevenuesourcesislikelytofavourahigherdegreeofmarketorientation.FurtherrefinementoftheadequacyoftheMARKORscalewithin
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