Implications of stakeholder concept and market orientation in the US nonprofit arts context

• Autores: Jasper Hsieh, Kerry P. Curtis, Anne W. Smith
• Localización: International review on public and nonprofit marketing: official publication of the International Association on Public and Nonprofit Marketing, ISSN 1865-1984, Vol. 5, Nº. 1, 2008, págs. 1-13
• Idioma: inglés
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• Resumen

  • The use of market orientation in the nonprofit context has captured researchers' attention in the last decade for its importance in perceiving an organization's strategic behaviors toward the designated markets. Extant research however highlights different issues. Inspired by the notion that nonprofit organization delivers services that satisfy individual and societal needs, this paper set out to conceptualize the use of market orientation in the US nonprofit arts context. A key postulate central to the argument is that market orientation in the nonprofit arts setting has been embedded in a stakeholder environment. Organization's sustainability would depend on its capability in aligning strategic behaviors with stakcholders' interests through organization life. To engage with stakeholders, arts executives need not only to exploit the advantages of current programs but also to explore new opportunities to attend to the underserved stakcholder networks