Market orientation in non-profit organizations: the guideline for future research

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Wanlee Putsom


Market orientation (MO) is an important one, of marketing strategies that marketers brought it to create the firm performance in both profit and nonprofit organizations. In the context of nonprofit organizations (NPO), MO seems to the enormity of study in conceptual papers and empirical evidence. Therefore, the two objectives of this study were first, to examine the antecedents and consequences of MO concept that reference in the empirical research. Second, grouping the antecedents, intervening variable and consequences that help other authors better understand the purpose, process, and procedures for MO in NPO. Finally, to summarized and discussion of results that indicate the guideline for the MO research in the NPO area. From many pieces of research, the understandings of the consequences and antecedents of MO is categorized by a disintegrated, diversity, and modify a group of data that prevents practical advancement and scholarship in the activity. The main reasons for lacking apparent awareness are the lack of combination and adjustment of the disintegrated knowledge. To discuss this literature gap, the author evaluates and reviews seventy-one articles published from 1997 to 2019. The findings show that despite the considerable development in prior years, studies on MO are yet distinguished by the loss of a strong hypothetical support, the failure to permit on the appropriate aspects of MO, and some proneness in research intention and rational methods, which may describe the many inconsistencies and perplexing findings in the articles. On the primarily of these findings, the author discusses many inferences and the guideline for future research.


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