 Bringing marketing into nonprofit organisations: A managerial nightmare!Paul Chad, Elias Kyriazis and Judy Motion Australasian marketing journal, 2014, vol. 22, issue 4, 342-349 Abstract: Many Boards and CEOs of nonprofit organisations face a dilemma in today's increasingly competitive market, that of introducing cultural change by forcing adoption of a market orientation to improve performance. The problem lies in that employees and managers misunderstand or have serious apprehensions towards marketing. In extreme cases, employees call it “going to the darkside”. Via an in-depth case study, the tension-filled process by which management introduced market orientation into a charity is examined. The benefit of the paper is that it forewarns managers of what to expect regarding potential employee resistance. We identify and provide solutions for senior managers considering cultural change towards greater emphasis on marketing activities. The paper advances academic knowledge regarding use of market orientation in charities, with a unique contribution being examination of the change process, managerial experiences and reaction of employees. Keywords: Marketing; Market orientation; Charity; Nonprofit; Non-profit; Strategic orientation (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:aumajo:v:22:y:2014:i:4:p:342-349 DOI: 10.1016/j.ausmj.2014.09.003 Access Statistics for this article Australasian marketing journal is currently edited by Roger Marshall More articles in Australasian marketing journal from Elsevier |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.