Antecedentes de la orientación al mercado en el ámbito de las organizaciones privadas no lucrativas

Abstract

Recent studies on market orientation intend to evaluate the incidence of diverse organisational variables on this concept's degree of adoption by the firms. The research undertaken up to date refers mainly to the lucrative sectors, the empirical evidence relative to the non-profit organisations being very scarce. Thus, the aim of this research is to identify and measure the organisational variables, designed in general terms as market orientation antecedents, which determine the non-profit organisations' market orientation degree, increasing or diminishing the presence of such variable. The study provides a series of managerial implications to effectively guide the organisation's operations. Such recommendations lead to the complete accomplishment of market orientation, and therefore, to the achievement of the organisational mission which benefits from such orientation