Tržna naravnanost slovenskih neprofitnih organizacij

magistrsko delo

Nataša Plauc (Author), Aleksandra Pisnik Korda (Mentor)

Abstract

Tržna naravnanost podjetij je dobro raziskan pojem, v zadnjem času pa naraščajo tudi raziskave iz področja tržne naravnanosti neprofitnih organizacij. Naše delo je rezultat prve takšne raziskave v Sloveniji. Raziskovali smo raven tržne naravnanosti pri nas ter povezavo tržne naravnosti z uspešnostjo in učinkovitostjo neprofitnih organizacij. Neprofitnim organizacijam za razliko od podjetij primarni cilj ni ustvarjanje dobička, temveč stremijo k uresničevanju svojega poslanstva, ki je običajno služenje širšemu družbenemu interesu ter v družbo širijo vrednote, kot so znanje, umetnost, zdravje, šport, dobrodelnost itd. Seveda niso nepridobitne organizacije izključno neprofitno usmerjene. Del njihovega delovanja je lahko profiten in tako so njihove aktivnosti pridobivanja sredstev povsem komercialne narave. Raziskave poudarjajo, da je za neprofitni sektor pomembno, da prevzame tržno naravnano filozofijo kot organizacijski odziv na trenutne pritiske in okoljske spremembe. V zadnjih dveh desetletjih se je neprofitni sektor soočal z raznimi pritiski kot je povečan nadzor s strani javnega sektorja in donatorjev, tekmovanje za sredstva ter omejitve javnih sredstev. Zaradi naštetih razlogov morajo neprofitne organizacije posvetiti posebno pozornost merilom uspešnosti in doseganju eksternih ciljev, da bodo lahko pridobile nova sredstva. V prvem delu raziščemo in predstavimo koncept tržne naravnanosti in njene elemente, prikazujemo natančno sliko neprofitnih organizacij v Sloveniji ter proučimo do sedaj opravljene raziskave na tem področju iz tujine. V našo raziskavo smo zajeli 92 slovenskih društev, zavodov, fundacij in ostalih neprofitnih organizacij. Instrument za merjenje tržne naravnanosti smo povzeli po dr. Modiju. Raziskava podrobneje proučuje povezavo med tržno naravnanostjo in učinkovitostjo ter uspešnostjo, podrobneje pa še zadovoljstvo odjemalcev, pridobivanje sredstev in ugled med sorodnimi organizacijami. Rezultat jasno kaže, da tržna naravnanost veča zadovoljstvo uporabnikov, veča ugled med sorodnimi organizacijami in pozitivno vpliva na uspešnost ter učinkovitost neprofitnih organizacij. Slovenske organizacije so relativno tržno naravnane, povprečna ocena je 3,64. Že večkrat ovržena hipoteza, da velikost organizacije vpliva na tržno naravnanost, je bila ovržena tudi v našem primeru. Med tržno naravnanostjo in pridobivanjem sredstev nismo zasledili signifikantne razlike, medtem ko je večina preteklih raziskav potrdila to povezavo.

Keywords

marketing;trženje;tržne raziskave;družbena odgovornost;neprofitne organizacije;

Data

Language:	Slovenian
Year of publishing:	2017
Typology:	2.09 - Master's Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[N. Plauc]
UDC:	339.13(043.2)
COBISS:	12842012
Views:	988
Downloads:	178
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Market orientation of Slovenian non-profit organizations
Secondary abstract:	The market orientation of for-profit oranizations is a well researched concept, however lately also the number of researches in the field of market orientation of non-profit organizations increased. Our work is the result of the first such research in Slovenia. We studied the level of market orientation in our country and the connection between the market orientation, effectiveness and efficiency of non-profit organizations. For non-profit organizations, unlike companies, the primary objective is not to generate profit but to strive to fulfil its mission, which is typically serving a wider social interest and spreading values such as knowledge, art, health, sport, charity, etc. Certainly non-profit organizations are not exclusively non-profit focused. Part of their activity can be profitable, so their fundraising activities are purely of commercial nature. Studies point out that it is important for non-profit sector to adopt a market-oriented philosophy as a organizational response to current pressures and environmental changes. In the last two decades the non-profit sector faced with various pressures such as increased scrutiny by the public sector and donors, competition for resources and constraints of public funds. For these reasons, non-profit organizations must pay particular attention to effectiveness and achieving external goals, so that they will be able to acquire new assets. In the first part we explore and introduce the concept of market orientation and its elements, present an accurate picture of non-profit organizations in Slovenia and examine published research from abroad. In our study we included 92 Slovenian non-profit organizations. The instrument for measuring market orientation was taken from dr. Modi. The study further examines the link between market orientation and efficiency and effectiveness, focusing on customer satisfaction, fundraising and reputation among peers. The result clearly shows that the market orientation increases customer satisfaction, increases reputation among peers and has a positive impact on the performance and effectiveness of non-profit organizations. Slovenian organizations are relatively market-oriented, the average score is 3.64. The repeatedly refuted hypothesis that the size of the organization affects the market orientation has been rebutted in our case as well. Among market orientation and acquisition of funds we did not find significant differences, while most of recent studies confirmed this link.
Secondary keywords:	non-profit organization;market orientation;marketing;third sector;societal orientation;
URN:	URN:SI:UM:
Type (COBISS):	Master's thesis/paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	65 str., 9 str. pril.
ID:	10860564