Market orientation and organizational performance in the nonprofit context. Exploring both concepts and the relationship between them.

Lola C. Duque-Zuluaga, Ulrike Schneider

Publication: Working/Discussion PaperWU Working Paper


The purpose of this paper is to explore the relationship between the concepts market orientation and organizational performance for nonprofit organizations. To understand the nature of this link in the nonprofit context, the authors will discuss and elaborate on the applicability of both concepts to nonprofits. They will develop multidimensional notions of "societal orientation" and "nonprofit organizational performance," which fit the specific operating environment of nonprofit organizations engaged in the provision of health and social services. The authors also propose a conceptual framework that relates both notions and present the main underlying propositions. They conclude by suggesting items to empirically measure both constructs and venues for future research. (author´s abstract)
Original languageGerman (Austria)
Place of PublicationVienna
PublisherInstitut für Sozialpolitik, WU Vienna University of Economics and Business
Publication statusPublished - 2006

Publication series

NameWorking Papers / Institut für Sozialpolitik

WU Working Paper Series

  • Working Papers / Institut für Sozialpolitik

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