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The role of market orientation in the performance of NPOs

2023; Taylor & Francis; Linguagem: Inglês

10.1080/13511610.2023.2250923

1469-8412

Francisco do Adro, Cristina Fernandes, Pedro Mota Veiga,

Accounting and Organizational Management

AbstractWith the downturn in the global socioeconomic panorama, the market orientation (MO) and the performance of non-profit organisations (NPOs) have come in for growing levels of attention. However, authors remain unanimous in emphasising the scope there remains for further research designed to better understand the role of MO on the performances achieved by NPOs. The objective of this research is thus to analyse the influence of MO on the performance standards of NPOs. To this end, we deployed a quantitative methodology based on the application of a survey of NPOs that received a total of 135 valid responses. The results demonstrate a statistically significant positive effect on the dimensions of orientation towards users, towards the competition, the incentive system even while the effect of inter-functional coordination lacks in significance. Despite the data collection having taken place at a particular moment in time, in the midst of the COVID-19 pandemic, which significantly hindered this process and correspondingly preventing this study from attaining still greater representativeness, our results serve to strengthen the theory and practice on market orientation in NPOs. The research results also generate important implications across two levels: at the NPO level and for their decision-makers; it also deepens knowledge on this theme and helps to complete a gap found in the existing literature. In terms of practice, this contributes to NPO managers and policy makers to grasp how MO is not a phenomenon exclusive to the private sector but also extends across the non-profit sector.Keywords: Non-profit organisationsmarket orientationperformancequantitative Disclosure statementNo potential conflict of interest was reported by the author(s).Additional informationFundingThis work is financed by national funds through FCT – Fundação para a Ciência e a Tecnologia, I. P., under the project UIDB/04630/2020.Notes on contributorsFrancisco do AdroFrancisco do Adro has a degree in Literature and Lusophone Civilizations (Université Michel de Montaigne Bordeaux III, France), a Master in International Trade and Management (Institut d'Administration des Entreprises, Université Montesquieu Bordeaux IV, France), and a PhD in Management (Universidade da Beira Interior, Portugal). His research area focuses on the non-profit sector (leadership, management, innovation, entrepreneurship, market orientation and performance) at UBI NECE Research Centre for Business Sciences. After having worked in the public, private and social sectors in France, Spain and Portugal, he is currently coordinator at UBI of the alliance of European Universities UNITA Universitas Montium since 2020.Cristina I. FernandesCristina I. Fernandes is Assistant Professor w/Habilitation at the University of Beira Interior (UBI), Portugal. She holds a PhD in Management from the University of Beira Interior. She is researcher center NECE - Centerfor Studies in Business Sciences at the University of Beira Interior and at Centre for Corporate Entrepreneurship and Innovation at Loughborough University, UK. She is part of the editorial board of Management Decision; has several dozen scientific articles published in international journals including: Journal of Technology Transfer; Journal of Knowledge Management; R&D Management and Journal of Business Research. Actively participates in scientific meetings and international conferences on these topics, having been distinguished several times with awards for best article. Has participation in several international projects.Pedro M. VeigaPedro Mota Veiga is Associate Professor at the University of Maia. He has a degree in Probability and Statistics from the University of Lisbon and a PhD in Management from the University of Beira Interior. He is currently the scientific coordinator of the Entrepreneurship, Competitiveness and Innovation research line of the research center NECE - Center for Studies in Business Sciences at the University of Beira Interior and his research is focused on Competitiveness, Strategy, Marketing, Innovation, Entrepreneurship, Knowledge Management and Quantitative Methods. He has published several articles in international journals and book chapters about these research domains. He works as scientific consultant for several organisations.