The relationship between resource dependence and market orientation

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1、Thecurrentissueandfulltextarchiveofthisjournalisavailableatwww.emeraldinsight.com/0309-0566.htmResourceTherelationshipbetweendependenceandresourcedependenceandmarketorientationorientation533Thespecificcaseofnon-profitorganisationsReceivedMarch2004IsabelMaria

2、MacedoandJose´CarlosPinhoRevisedNovember2004SchoolofEconomicsandManagement,UniversityofMinho,Braga,PortugalAbstractPurposeThisarticlesetsouttoexaminethemarketorientationconstructwithinthecontextofthenon-profitsector.Giventhespecificityofnon-profitorganisation

3、sandtheincreasinglydemandingresourceenvironmentsinwhichtheseorganisationsoperate,theadoptionoftheconceptofmarketingisviewedasanadaptivestrategyforensuringthatorganisationsreceivethenecessaryresourcesforaccomplishingtheirmissionsandcarryingouttheiractivitie

4、s.Inlinewiththis,thepresentarticleaimstoinvestigatetheextenttowhichthetypeofrevenuestrategyisrelatedtotheorganisationsmarketorientation,towardsdonorsand/orusers.Design/methodology/approachDrawingfromaresourcedependenceconceptualframework,thearticlereportsfi

5、ndingsfromaquantitativestudyofarepresentativesampleofPortuguesenon-profitorganisations(NPOs).Thisapproachwascomplementedbyqualitativeresearchmethods.Combiningthesetwoapproacheshasgivenaccesstodifferentlevelsofrealityandprovidedamoreholisticunderstandingofth

6、ephenomenaunderstudy.FindingsTheresultsfromthepresentstudydemonstratethatPortugueseNPOsfavouramarketorientationtowardsusers/beneficiaries,revealingalessproactivebehaviourinrelationtotheirdonors.Inthepresentstudy,theresourcedependencetheoryhasprovedtobeanimp

7、ortanttheoreticaltoolforunderstandingmarketorientationstrategieswithinthenon-profitsector.Thelinkbetweenthetypeofresourcestrategyandtheorganisationsmarketorientationstandsoutasanimportantfindingderivedfromthepresentstudyandisparticularlyvisibleinrelationtodo

8、normarketorientation.Inaddition,empiricaldatapartiallysupporttheconclusionthatdiversificationofrevenuesourcesislikelytofavourahigherdegreeofmarketorientation.FurtherrefinementoftheadequacyoftheMARKORscalewithin