Market orientation in the non-profit sector: an exploratory study

Abstract

It has been largely emphasised in the literature that a market orientation can provide important competitive advantages to organisations. However, for-profit organisations have so far been the focus of much of the market orientation research and less emphasis has been put on other organisational contexts, such as the non-profit sector. Therefore, the purpose of this paper is to apply the construct of market orientation to the non-profit sector and to assess its psychometric properties in the particular context of a Portuguese sample of non- profit organisations.