Nonprofit marketing: negative cases analysis
The author deconstructs the prevailing controversial conceptualization of nonprofit marketing and concludes it rests on three principles: voluntary exchange, an open system organization, and self-interest motivation. Negative cases analysis of these principles revealed that alternative principles were ignored in the social science literature. Based on a qualitative analysis and critical hermeneutic approach a revised conceptualization of non-profit marketing was suggested which incorporated the principles of redistribution, the features of a closed and contingency-choice models formal organization, and public interest motivation. The critical theory approach to the study primary used non-empirical procedures that included negative cases analysis. The paper presents results of negative cases analysis.