Ngatno, Ngatno (2016) A Survey Of Market Orientation in Public and Nonprofit Organization (MO-PNPO) Research ( 2005-2015). In: Innovation in Regional Public Service For Sustainability (ICPM 2016).

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Abstract

Over the recent years, the concept of market orientation has become an attractive avenue for research in marketing. However, despite an array of theories, a systematic framework Investigting the Role of Market orientation in non profit organizations remains limited. Through the integration of concepts from market orientation leterature, the study put a comprehensive model that describes the role of market orientation in public and nonprofit organizaztion (MO-PNPOs)

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