Ориентация на рынок в некоммерческом секторе: сущность концепции и основные направления исследований

Вестник Санкт-Петербургского университета. Серия 8. Менеджмент. 2017. № 4. С. 564–595.

Korneeva I.

The paper aims to characterize the core theoretical framework of a concept of market orientation in the nonprofit sector. It systematizes up-to-date studies in this field and determines areas for future development. The analysis covers peer-reviewed papers from 1969 to 2015. The paper presents a detailed analysis of the theoretical concept of market orientation in non-profit organizations. Market orientation is regarded as organizational philosophy that gave rise to a certain form of organizational culture, as well as a set of behavioral norms that are consistent with the values of market-oriented organizational culture. Based on the analysis of current studies in the field of market orientation in non-profi ts, the author points out two most actively developing areas of empirical research. The first focuses on factors that aff ect the level of market orientation in non-profits. The second examines the impact of market orientation on the performance of non-profits. The paper concludes that market orientation has a positive impact on organisational performance. This result provides additional grounds to the validity of the concept of market orientation in the non-profit sector.

Keywords: некоммерческий сектор, некоммерческий маркетинг, ориентация на рынок, marketing in non-profit organizations, non-profit market orientation, beneficiary orientation, donor orientation, ориентация на рынок бенефициаров, ориентация на рынок доноров

Publication based on the results of: Complex analysis of factors determining the efficiency of cooperation between nonprofit organizations and the state in the delivery of social services (2017)