 Extending the use of market orientation: Transforming a charity into a businessPaul Chad Australasian marketing journal, 2013, vol. 21, issue 1, 10-16 Abstract: Charities play a crucial role within society but are facing growing competition. Adopting a market orientation assists for-profit organisations to improve performance and can potentially also assist charities. This paper examines the under-researched topic of how market orientation can be appropriately introduced into a charity, and the resultant effect upon performance. A charity that introduced market orientation is examined using a discourse transformation framework. Thematic analysis of in-depth interviews of employees identifies how management changed the organisation through use of a three-phase process of new managerialism, professionalism and embedding. Few if any papers have previously examined how management of a charity can successfully implement a market orientation. The paper thus expands our knowledge regarding implementation of market orientation, utilises a discourse transformation framework for examination of market orientation, and provides charity managers with worthwhile information regarding how market orientation can improve performance – for the benefit of society. Keywords: Market orientation; Charities; Case study; Discourse transformation; Non profit; Not for profit (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:21:y:2013:i:1:p:10-16 DOI: 10.1016/j.ausmj.2012.08.003 Access Statistics for this article Australasian marketing journal is currently edited by Roger Marshall More articles in Australasian marketing journal from Elsevier |
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