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Full-Text Articles in Business
Development Of A Market Orientation Research Agenda For The Nonprofit Sector, Paul Chad, Elias Kyriazis, Judy M. Motion
Development Of A Market Orientation Research Agenda For The Nonprofit Sector, Paul Chad, Elias Kyriazis, Judy M. Motion
Faculty of Business - Papers (Archive)
Market orientation is the overarching framework by which practitioners and academics make sense of the interplay between customers, competition, stakeholders, and the organization within the commercial for-profit arena and is the way the marketing concept is put into practice. Many academics have argued that market orientation would also benefit nonprofit organizations by generating more funds in an increasingly competitive environment. The purpose of this article is to conduct a systematic review of market orientation, identify gaps, and develop a research agenda for market orientation research within the underresearched nonprofit sector. This research agenda highlights the structural, human resource, and cultural …
A Praxis Framework For Implementing Market Orientation Into Charities, Paul Chad, Judith Motion, Elias Kyriazis
A Praxis Framework For Implementing Market Orientation Into Charities, Paul Chad, Judith Motion, Elias Kyriazis
Faculty of Business - Papers (Archive)
There is a scarcity of research regarding the process of introducing market orientation into the not-for-profit sector. Understanding this process would greatly assist the not-for-profit sector, which is under increasing pressure to obtain funds to operate and offer appropriate services. In this article, we examine the successful introduction of market orientation into three Australian charities and identify the stages of implementation. The introduction of market orientation is analyzed from a discourse transformation perspective and a praxis framework is developed. This is amongst the first studies examining the transition to a market orientation discourse within charity organizations and the first study …
Brand Orientation And The Voices From Within, Jessica Baxter, Gregory M. Kerr, Rodney J. Clarke
Brand Orientation And The Voices From Within, Jessica Baxter, Gregory M. Kerr, Rodney J. Clarke
Faculty of Business - Papers (Archive)
This work adds to the brand orientation literature by showing that while brand strategies may sometimes be aspirational, multiple identities exist which may either challenge or support a brand. In this place branding study, in-depth interviews of local residents reveal the existence of multiple place identities as well as how these identities relate to a place brand strategy. A framework is provided which illustrates how longitudinal identity studies can be a useful way to assess changes to place identities and the internal effectiveness of brand implementation. It is proposed that the functional communication-based research approach together with the novel framework …
Implementing Market Orientation In Charities: A Necessity For Survival, Paul Chad
Implementing Market Orientation In Charities: A Necessity For Survival, Paul Chad
Faculty of Business - Papers (Archive)
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, …