Document Type
Journal Article
Abstract
This article examines the highly under-researched area of exactly how a market orientation can be successfully implemented within an organisation. Market orientation is the key strategic orientation that assists for-profit organisations achieve improved performance and can potentially also assist charities that play a vital role within society but are facing increasing competition. Utilising a discourse transformation framework to case study a charity that introduced market orientation as its dominant strategic orientation, thematic analysis identifies how management transformed the organisation via a three-phase process and greatly improved performance. The new dominant market orientation was aided by elements of other strategic orientations, particularly entrepreneurialism. Minimal articles have previously examined how management of a charity can successfully implement a market orientation. The article also introduces a discourse transformation perspective into the examination of market orientation and offers charity managers valuable insights to assist performance improvement.
RIS ID
82053
Publication Details
Chad, P. (2013). Implementing market orientation in charities: A necessity for survival. Marketing Theory: an international review, 13 (3), 303-322.