When Marketing Dare Not Speak Its Name: Understanding Market Orientation in Chinese NGOs

Melanie W. Y. Leea Alumni Affairs Office, Hong Kong Baptist University, Kowloon Tong, Hong Kong

Allan K. K. Chanb Lee Shau Kee School of Business and Administration, The Open University of Hong Kong, Ho Man Tin, Hong Kong

Gerard Prendergastc Department of Marketing, School of Business, Hong Kong Baptist University, Kowloon Tong, Hong KongCorrespondence[email protected]

https://orcid.org/0000-0002-3900-2850

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Francisco do Adro, Cristina I. Fernandes & Pedro M. Veiga. (2023) The role of market orientation in the performance of NPOs. Innovation: The European Journal of Social Science Research 0:0, pages 1-27.
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Articles from other publishers (1)

Aaron Turpin & Micheal L. Shier. (2023) Social Entrepreneurial Orientation in Nonprofits: The Development and Testing of a Multidimensional Scale. VOLUNTAS: International Journal of Voluntary and Nonprofit Organizations.
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When Marketing Dare Not Speak Its Name: Understanding Market Orientation in Chinese NGOs

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When Marketing Dare Not Speak Its Name: Understanding Market Orientation in Chinese NGOs

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