Nonprofit organizations can and should adopt a market orientation.?

Question

Yes or NO?

Answer 1

I would say, overall, 'no' ..

In UK (at least) some Charities already seem to exist only to line the pockets of the 'administrators' (who receive 'market rate' salaries) .. and are only able to spend anything at all on the intended recipients because many of the 'lower level' staff are unpaid volunteers ..

.. and (in the context of a charity, with no shareholders) how can shareholder goals be determined or met ?

(what would constitute a 'profit' and who would get paid 'dividends' ?)

However when it comes to getting 'value for money' in their activities, I would say 'yes'

In too many cases it seems that Charities get charged 'over the odds' and are, in effect, are propping up undemocratic regimes (as money, equipment and food donations are 'siphoned off' and never reach their intended recipients) - for example see Burma & North Korea ..