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The relationship between resource dependence and market orientation外文电子书籍.pdf

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The current issue and full text archive of this journal is available at /0309-0566.htm The relationship between Resource dependence and resource dependence and market orientation orientation 533 The speciﬁc case of non-proﬁt organisations ´ Received March 2004 Isabel Maria Macedo and Jose Carlos Pinho Revised November 2004 School of Economics and Management, University of Minho, Braga, Portugal Abstract Purpose – This article sets out to examine the market orientation construct within the context of the non-proﬁt sector. Given the speciﬁcity of non-proﬁt organisations and the increasingly demanding resource environments in which these organisations operate, the adoption of the concept of marketing is viewed as an adaptive strategy for ensuring that organisations receive the necessary resources for accomplishing their missions and carrying out their activities. In line with this, the present article aims to investigate the extent to which the type of revenue strategy is related to the organisation’s market orientation, towards donors and/or users. Design/methodology/approach – Drawing from a resource dependence conceptual framework, the article reports ﬁndings from a q