Title: Market orientation in a non-profit organisation

Authors: Akmal S. Hyder

Addresses: Department of Business and Economic Studies, Faculty of Education and Business Studies, University of Gävle, Sweden

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.

Keywords: ideology; trust; organisational networking; members; product-led value; customer-led value; market-led value; market orientation; non-profit organisations; value creation; interest-free banks; banking industry; customer value; bank customers.

DOI: 10.1504/WREMSD.2016.079322

World Review of Entrepreneurship, Management and Sustainable Development, 2016 Vol.12 No.4, pp.414 - 432

Received: 02 May 2014
Accepted: 28 Apr 2015

Published online: 16 Sep 2016 *

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