Market Orientation of Nonprofit Organizations: An Indian Perspective

by Renjini Das (Cochin University of Science and Technology, India) , Mary Joseph T. (Cochin University of Science and Technology, India)

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The book is an account of the market orientation and organizational performance of NPOs in India. It discusses how the adoption of market orientation contributes to the performance of nonprofit organizations in the specific context of the Indian nonprofit sector. The book will cater to academics, researchers, students, and practitioners in the fields of Nonprofit Marketing, Nonprofit Management, Social Work, and Strategic Marketing. To a global audience, the relevance of the book stems from the fact that not many books or published papers deal with Nonprofit Marketing or Nonprofit Market Orientation from a developing economy perspective. This research-based book also gives a detailed view of the Indian nonprofit sector, the commercial trends in the sector, and the challenges associated with the implementation of market orientation in this context. Literature spanning more than six decades of key concepts of market orientation, innovation, and organizational performance of NPOs is reviewed and critically analyzed, making this book a good source of academic material on the above concepts for researchers across several sectors. Researchers in the field looking for studies in developing country contexts will find it particularly useful. Though the discussions in the book adopt a special focus towards the nonprofit sector, the book amply covers the developments in extant literature from the business sector too, making it relevant for general strategic marketing discipline.

Chapter 1 Introduction

Chapter 2 Non-profit sector in India: Origin, History and Role

Chapter 3 Commercialization Trends in the Changing Landscape

Chapter 4 Market Orientation Concept

Chapter 5 Role of Innovation in Market Orientation

Chapter 6 Performance of NPOs - A Marketing Perspective

Chapter 7 Market Orientation and Performance of NPOs – Evidence from Literature

Chapter 8 Impact of Market Orientation on Performance of NPOs in India – A Conceptual Model

Chapter 9 Conclusions and Implications

Dr. Renjini Das has an MBA and a PhD in Marketing. She is presently an Associate Professor at DDU KAUSHAL Kendra, Cochin University of Science and Technology, India where she teaches in the areas of marketing and marketing research. With more than 16 years of experience in teaching, research, and industry, she has several publications to her credit in the areas of strategic marketing and nonprofit marketing in the form of books, book chapters, journal articles, and conference papers. The current book is based on her doctoral research, which exposed her to how Indian nonprofit organizations operate in resource-scarce environments and how these organizations adapt and adopt strategies to survive and grow.

An academic and researcher with more than three decades of experience, Dr. Mary Joseph T. has several publications to her credit, mostly in the areas of health economics, women’s labor contributions, and international trade flows. She was formerly professor and director at the School of Management Studies, Cochin University of Science and Technology, and Dean, Bharata Mata Institute of Management, Mahatma Gandhi University, India. She has supervised several doctoral researches in economics and marketing. She holds masters and doctoral degrees in Economics.

Non-Governmental Organizations, Voluntary organizations, Not-for-Profit Organizations, Voluntary Sector marketing, strategic orientation of organizations, marketization, commercialization of nonprofit sector

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Bibliographic Information

Book Title
Market Orientation of Nonprofit Organizations: An Indian Perspective
Number of pages
Physical size
236mm x 160mm
Publication date
January 2020