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The conceptualization of nonprofit marketing orientation : a critical reflection and contributions toward closing the practice–theory gap
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Wymer, Walter, Boenigk, Silke and Möhlmann, M. (2015) The conceptualization of nonprofit marketing orientation : a critical reflection and contributions toward closing the practice–theory gap. Journal of Nonprofit & Public Sector Marketing, 27 (2). pp. 117-134. doi:10.1080/10495142.2014.965078 ISSN 1049-5142.
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Official URL: http://dx.doi.org/10.1080/10495142.2014.965078
Abstract
In this article three generations of research addressing the marketing construct in nonprofit organizations are critically analyzed: (a) market orientation in nonprofit organizations, (b) societal orientation, and (c) research contributions aiming to close the existing practice–theory gap on this topic. A qualitative study among 24 nonprofit marketers is conducted in Canada and Germany to develop a construct labeled nonprofit marketing orientation. It includes the dimensions of brand orientation, supporters’ orientation, commercial orientation, and service orientation. Furthermore, the authors describe the nomological net of nonprofit marketing orientation to present interconstruct relationships and to inform future research.
Item Type: | Journal Article | ||||
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Divisions: | Faculty of Social Sciences > Warwick Business School > Information Systems & Management Faculty of Social Sciences > Warwick Business School |
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Journal or Publication Title: | Journal of Nonprofit & Public Sector Marketing | ||||
Publisher: | Routledge | ||||
ISSN: | 1049-5142 | ||||
Official Date: | 12 May 2015 | ||||
Dates: |
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Volume: | 27 | ||||
Number: | 2 | ||||
Page Range: | pp. 117-134 | ||||
DOI: | 10.1080/10495142.2014.965078 | ||||
Publication Status: | Published | ||||
Access rights to Published version: | Restricted or Subscription Access |
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