From Charity to Market Orientation: A Necessity for Survival.
P. Chad.* University of Wollongong. firstname.lastname@example.org
Keywords: market orientation, social entrepreneurship, charity, non profit, not for profit.
This Market orientation assists for-profit organisations achieve improved performance. Playing a vital role within society, charities can also benefit from adopting a market orientation. A case study of a traditional charity that introduced market orientation is examined. Based on a Foucauldian discourse transformation framework, thematic analysis of in-depth interviews of employees identifies how management utilised a three phase process of new managerialism, professionalism and embedding to change the organisation to a highly successful, market-oriented business incorporating social entrepreneurialism The paper advances academic knowledge of the under-research area of how charities can successfully implement a market orientation. It also offers practitioners valuable hands-on information regarding how to successfully transform and improve charity performance in the face of increasing competition.
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