Market Orientation in Nonprofit Organization

被引：0

作者：

Bigossi Vicente, Celia Regina ^{[1
]}

Provedel Toscano, Fabiola Loyola ^{[2
,3
]}

Mainarde, Emerson Wagner ^{[4
,5
]}

Lasso, Sarah Venturim ^{[6
]}

机构：

[1] Fundacao Inst Capixaba Pesquisa Contabilidade Eco, Adm Empresas, Av Fernando Ferrari 1358, BR-29075505 Vitoria, ES, Brazil

[2] UCL, Fac Ctr Leste, Rodovia ES-010,Km 6, BR-29173087 Serra, ES, Brazil

[3] Fundacao Inst Capixaba Pesquisa Contabilidade Eco, Adm Empresas, Rodovia ES-010,Km 6, BR-29173087 Serra, ES, Brazil

[4] Fundacao Inst Capixaba Pesquisa Contabilidade Eco, Av Fernando Ferrari 1358, BR-29075505 Vitoria, ES, Brazil

[5] Univ Beira Interior Portugal, Adm, Av Fernando Ferrari 1358, BR-29075505 Vitoria, ES, Brazil

[6] Tech Univ Denmark Dinamarca, Management Engn, Anker Engelunds Vej 1 Bygning 101A, DK-2800 Lyngby, Copenhague, Denmark

来源：

REVISTA ADMINISTRACAO EM DIALOGO | 2016年 / 18卷 / 02期

关键词：

Market Orientation; Nonprofits; Brazilian Institutions;

D O I：

10.20946/rad.v18i2.21112

中图分类号：

C93 [管理学];

学科分类号：

12 ; 1201 ; 1202 ; 120202 ;

摘要：

The aim of this study was to understand the degree of market orientation in a Brazilian nonprofit organization. The methodology employed was a survey in the institutional e-mail with 141 employees. The data collection instrument was developed using MARKOR scale (KOHLI; JAWORSKI; KUMAR, 1993). Results had a good ability to generate market information and median responsiveness. The dissemination of market information within the organization was below expectations. The challenge for managers is to create opportunities to improve internal dissemination of information gathered from the market, thus coordinating a better response to society, enabling the perpetuity of the institution.

引用

页码：144 / 160

页数：17

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