This book is an insightful account on market orientation and how it enhances the performance of non-profit organizations in India. The book provides the readers with a succinct, yet comprehensive view of scholarly research on the concepts of market orientation, non-profit marketing, and organizational performance of non-profit organizations and demonstrates why and how market orientation can be an effective organizational orientation for Indian non-profit organizations. Despite the growing importance of non-profit sector in socio-economic well-being of societies, academic debate and research in developing economy context in this field is glaringly sparse. This book attempts to addresses this gap in literature by analyzing market orientation and related concepts against the background of environmental conditions in a typical emerging economy context. Therefore, it will be especially beneficial to academics, researchers, students and practitioners in the fields of non-profit management, strategic marketing and social work, desirous of advancing their knowledge in nonprofit market orientation in these settings.
About the Author
An academic and researcher with more than three decades of experience, Dr. Mary Joseph T. has several publications to her credit, mostly in the areas of health economics, women's labor contributions, and international trade flows. She was formerly professor and director at School of Management Studies, Cochin University of Science and Technology, and Dean, Bharata Mata Institute of Management, Mahatma Gandhi University, India. She has supervised several doctoral researches in economics and marketing. She holds masters and doctoral degrees in Economics.
Table of Contents
Chapter 1 Introduction
Chapter 2 Non-profit sector in India: Origin, History and Role
Chapter 3 Commercialization Trends in the Changing Landscape
Chapter 4 Market Orientation Concept
Chapter 5 Role of Innovation in Market Orientation
Chapter 6 Performance of NPOs - A Marketing Perspective
Chapter 7 Market Orientation and Performance
Chapter 8 Impact of Market Orientation on Performance of NPOs in India
Chapter 9 Conclusions and Implications