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Article

Ориентация на рынок и результативность деятельности российских некоммерческих организаций

Purpose. The article aims to reveal how market orientation influences efficiency of Russian non-profits’ (NPO) operation. Design/ methodology/ approach. Market orientation is defined in a behavioral theoretical framework and measured by the MARKOR scale, adapted for the Russian non-profit sector. Efficiency of NPO’s operation is measured by self-reporting indicators, estimated by NPO’s CEOs. Indicators include beneficiaries’ satisfaction, organization's capacity to attract resources, and organizational reputation. The study is based on an organizational all-Russian survey (2017 г., N = 242 NPOs). Information was collected by face-to-face interviews with NPO’s CEOs using semi-formal inventory. Survey was conducted in 30 Russian regions. Findings. It was revealed that market orientation positively influences on efficiency of NPO’s operation. Market orientation on donors contributes to fundraising and increase in organizational reputation. Market orientation on beneficiaries positively influences on beneficiaries’ satisfactions and increase in reputation. It was also specified, that Russian NPOs are likely to be oriented on beneficiaries than on donors. Research limitations/ implications. The research has number of limitations: only one type of NPOs was examined, i.e. foundations; results are based on self-reporting measurement, that is a subject to subjective estimations; CEOs are the only representatives of an NPO, excluding any other employees; absence of longitudinal survey data. Main directions for future studies relate to examination of relation between market orientation and efficiency of other types of NPOs; combination of assessment made by CEOs and other employees; conduction of longitudinal studies. Practical issues of market orientation introduction into NPO’s operation should also gain future consideration. Practical implications. Application of the suggested framework might estimate a degree of market orientation of a particular NPO. Originality/ value. The study is a step forward theoretical and empirical conceptualization of the marker orientation and its influence on NPO’s efficiency in Russia.