Market orientation and social services in private non‐profit organisations

Very little attention has been devoted so far to the study of the market orientation concept in private non‐profit organisations. However, there is a general agreement concerning the positive effects that this concept’s adoption has on the non‐profit services implementation as well as on these organisations’ long‐term success. Thus this paper aims at obtaining further empirical evidence on this field of research using a private foundations sample. Nevertheless, it is considered that the distinctive and specific nature of private non‐profit organisations’ activities deserves the development of a special instrument to evaluate their degree of market orientation. In this sense, one of this study’s main contributions is the development of a market orientation measurement scale which accounts for the peculiarities of private non‐profit organisations’ operations. Additionally, the study proves the positive effect of market orientation on the non‐profit outcomes and on the fulfilment of these organisations’ missions.