Market orientation and successful not-for-profit marketing: direct relationships and the influence of professionalism, entrepreneurship, competition, and demand

The purpose of this study is to develop and empirically test a model of market orientation in the context of NP organizations, identifying the antecedents of market orientation, as well as the consequences. Figure 1.1 illustrates the proposed model of market orientation for NP organizations. The model posits that the degree of market orientation (market intelligence generation, dissemination, and responsiveness-Figure 1.2) in any given NP organization, depends on the levels of the professional commitment, professional education, and professional ethics the senior management; the entrepreneurship of the organization; the perception of the competition as a source of threat; and the perception of the demand faced by the organization as under (below the desired level of demand) and/or over (exceeds the desired level of demand). The model specifies that the degree of market orientation influences the overall performance of the NP organization.