Market orientation in a non-profit organisation
by Akmal S. Hyder
World Review of Entrepreneurship, Management and Sustainable Development (WREMSD), Vol. 12, No. 4, 2016

Abstract: This paper investigates how a non-profit, interest-free bank applies market orientation to provide superior value to customers. A theoretical framework integrating market orientation, trust, organisational networking and superior customer value has been developed. A qualitative method was used for data collection and analysis. E-mails, printed booklets, bank newsletters, member surveys and other studies on the bank provided additional information. This research offers an understanding of how networking and trust are developed to ensure effective market orientation for value creation. As a theoretical contribution, three value categories, i.e. product-led, customer-led and market-led, were identified in the non-profit organisational context.

Online publication date: Tue, 27-Sep-2016

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