Nonprofit Marketing: Negative Case 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 case analysis of these principles revealed that alternative principles were ignored in the social science literature. Based on a qualitative analysis a revised conceptualization of non-profit marketing was suggested which incorporated the principles of redistribution and reciprocity, the features of a closed model of formal organization, and public interest motivation. The critical theory approach to the study used non-empirical procedures that included negative case analysis. The paper presents results of negative case analysis.
The article discusses the controversial concept of marketing for non-profit organizations. The existing theory of marketing for non-profit organizations developed with borrowing some concepts from the social sciences. From sociology, organizational behavior and anthropology were borrowed the concept of the organization as an open system, motivation, self-interest, bilateral voluntary exchange. Alternative concepts of organization, motivation and relationships with the environment created within the social sciences, allow to formulate an alternative approach to the study of non-profit marketing organizations. Recommendations for future research are offered.
Although the concept of non-profit sector marketing has been widely embraced by marketing academics, many scholars and managers in the non-profit field remain skeptical. Skeptics of the appropriateness of the marketing concept in the non-profit field argued that its application distorted a non-profit organization's objectives, antithetical to its social service ethic, and invited inappropriate commercialization of non-profit services P. Kotler and his associates modified existing political communication and public advertising theories to formulate the marketing approach comprised of the «4 Ps» model, voluntary exchange, and the marketing philosophy of meeting customers’ needs. This explanation of the notion of marketing resulted in the term «social marketing». In 1972, Kotler formulated his broadened, generic, and axiomatic concept of marketing that was conceptualized as being universal for any type of product or organization including non-profit organizations. Three major principles underling the school's conceptualization of non-profit marketing: An open-system model of formal organizations, borrowed from organizational theory and the concept of social exchange, adapted from individualistic sociology. An alternative explanation can be based on: A closed-system model of formal organizations. The closed-system perspective is older stemming from Weber's classical analysis of bureaucracy. «Coercion mutually agreed upon « motivation. Self-interest motivation has limited usefulness in context of non-profit organizations. In many contexts it is antithetical to the philosophy of non-profit services and, hence, is inconsistent with a legitimate conceptualization of non-profit marketing. The application of self-interest motivation is integral to the social exchange school of marketing, but in the context of non-profit agencies it is inappropriate. Reciprocity and Redistribution. The relationship of formal organizations with their environments can be explained not only from an exchange perspective but also from reciprocity and redistribution perspectives.
The article is a reply to M. Dodlova and M. Yudkevich. In their recent paper they undertake an attempt to use the notion of gift in the analysis of principal–agent relationship and to generalize the idea of gift in order to obtain a theory of gift exchange in the workplace. However, the analysis suggested lacks conceptual clarity and rests upon false presuppositions regarding the nature of gift. As a result, authors draw erroneous conclusions and fall victims of the magic of the gift. This short reply points to these deficiencies and suggests some ideas for alternative approaches to the analysis of certain phenomena observed in the workplace.
The article suggests to adopt a pluralism methodological approach in marketing science. Using controversy over marketing to nonmarketers problem paper traces evolution of the issue in context of research methodology and discusses alternative methodological approaches and research paradigms.
The author deconstructs the prevailing conceptualization of non-profit marketing and concludes it rests on three principles: voluntary exchange, an open system organization, and self-interest motivation. A review of the genesis 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 reciprocity, the features of a contingency-choice organization, and altruistic interest motivation. A revised definition of non-profit marketing is offered based on these principles.
Smoking is a problem, bringing signifi cant social and economic costs to Russiansociety. However, ratifi cation of the World health organization Framework conventionon tobacco control makes it possible to improve Russian legislation accordingto the international standards. So, I describe some measures that should be taken bythe Russian authorities in the nearest future, and I examine their effi ciency. By studyingthe international evidence I analyze the impact of the smoke-free areas, advertisementand sponsorship bans, tax increases, etc. on the prevalence of smoking, cigaretteconsumption and some other indicators. I also investigate the obstacles confrontingthe Russian authorities when they introduce new policy measures and the public attitudetowards these measures. I conclude that there is a number of easy-to-implementanti-smoking activities that need no fi nancial resources but only a political will.
One of the most important indicators of company's success is the increase of its value. The article investigates traditional methods of company's value assessment and the evidence that the application of these methods is incorrect in the new stage of economy. So it is necessary to create a new method of valuation based on the new main sources of company's success that is its intellectual capital.
We address the external effects on public sector efficiency measures acquired using Data Envelopment Analysis. We use the health care system in Russian regions in 2011 to evaluate modern approaches to accounting for external effects. We propose a promising method of correcting DEA efficiency measures. Despite the multiple advantages DEA offers, the usage of this approach carries with it a number of methodological difficulties. Accounting for multiple factors of efficiency calls for more complex methods, among which the most promising are DMU clustering and calculating local production possibility frontiers. Using regression models for estimate correction requires further study due to possible systematic errors during estimation. A mixture of data correction and DMU clustering together with multi-stage DEA seems most promising at the moment. Analyzing several stages of transforming society’s resources into social welfare will allow for picking out the weak points in a state agency’s work.