Online Media, Market Orientation, and Financial Performance in Nonprofits

Autor: Helisse Levine, Anne G. Zahradnik
Rok vydání: 2012
Předmět:
Zdroj: Journal of Nonprofit & Public Sector Marketing. 24:26-42
ISSN: 1540-6997
1049-5142
DOI: 10.1080/10495142.2012.652908
Popis: The combination of social, political, and economic changes causing simultaneously decreasing funding and increasing demand for services is driving nonprofit managers to engage in proactive marketing in a for-profit model, including the use of online media. This research extends the MARKOR model of market orientation to examine the relationship between market orientation practices, as reflected in the utilization of online media, and their effects on the financial viability of nonprofit organizations (NPOs). The Wayback Machine website (http://waybackmachine.org) provided a unique ability to track site content over time, for comparison with each organization's financial indicators at corresponding points in time. The results of this study confirm the positive relationship between higher market orientation via online media presence and improved financial viability for the sampled group of NPOs. This study provides a simple, actionable, and free measure that NPOs can use to assess their current and planned o...
Databáze: OpenAIRE
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