Implementation of Market Orientation in Not-For-Profit Organizations and it's Impact on Performance: Donor Perspective a Survey on U.K and Kenya

Mkwama, Anna Batrome (2004) Implementation of Market Orientation in Not-For-Profit Organizations and it's Impact on Performance: Donor Perspective a Survey on U.K and Kenya. Masters thesis, University of Central England Business School.

PDF (Implementation of Market Orientation in Not-For-Profit Organizations and it's Impact on Performance: Donor Perspective a Survey on U.K and Kenya) Anna_Batrome_Mkwama00291520140402122147.pdf - Accepted Version Restricted to Repository staff only Download (10MB) | Request a copy

Abstract

The environment within which the voluntary or Not-For-Profit Organisations (NFPS) operate is rapidly changing due to increasing globalisation, increasing needs in their target communities, and a generally tighter funding environment with growing competition for donors and grants. The Not-For-Profits have been forced to try more strategic, proactive approaches in fundraising efforts to obtain the much needed funds. Various theorists and practitioners in marketing reckon that marketing has been a passive concept within the Not-For-Profit organisations, but due to the growth of competition, Not-For-Profits Organisations all over the world have been compelled to adopt many aspects of commercial oriented marketing strategies. And indeed some of the NFPS in well developed economies such as the United Kingdom are already practicing many aspects of commercial oriented marketing strategies to their great advantage, but for local NFPS in smaller economy like Kenya, this may be far from reaching. This study focused on the activities that organisations engage in the process of implementing the marketing concept, which for this research has been defined as market orientation, its antecedents and the impact it has on the performance of Not-For-Profit organisations.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	environmental analysis, the evolving marketing concept and not-for-profit marketing, rationale for research on marketing, an overview of marketing strategies in not-for-profit sector, components of market orientation, organizational systems, interdepartmental dynamics, measurement of performance in not-for-profit organisations, marketing strategies and market orientation practices in not-for- profit organisations, non governmental organisations, evolution of the marketing and market orientation concept
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Comparative
Depositing User:	JHI Africa
Date Deposited:	05 Apr 2014 10:59
Last Modified:	12 May 2014 11:58
URI:	http://thesisbank.jhia.ac.ke/id/eprint/50

Actions (login required)

View Item