Implications of stakeholder concept and market orientation in the US nonprofit arts context

@article{Hsieh2007ImplicationsOS,
  title={Implications of stakeholder concept and market orientation in the US nonprofit arts context},
  author={Jasper Kun-Ting Hsieh and Kerry P. Curtis and Anne Hickey Smith},
  journal={International Review on Public and Nonprofit Marketing},
  year={2007},
  volume={5},
  pages={1-13}
}
The use of market orientation in the nonprofit context has captured researchers’ attention in the last decade for its importance in perceiving an organization’s strategic behaviors toward the designated markets. Extant research however highlights different issues. Inspired by the notion that nonprofit organization delivers services that satisfy individual and societal needs, this paper set out to conceptualize the use of market orientation in the US nonprofit arts context. A key postulate… CONTINUE READING

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