An investigation of marketing capabilities and performance in the UK's non-profit organisations

Recent studies in marketing theories have developed the conceptualisation of marketing capabilities in for-profit businesses. Despite the evidence of the importance of marketing capabilities in shaping the direction of marketing in for-profit businesses, only a small amount of research investigating the concept of marketing capabilities in the non-profit organisation context. Building on the existing literature of marketing and non-profit marketing, this research offers an investigation into marketing capabilities and market orientation on performance in non-profit organisation. A quantitative research method was adopted and a survey was used to gather data from the UK-based non-profit organisations. Together with the literature review, research hypotheses and an operational model was developed. The model was tested with a survey which was directed at managers and executives of different UK non-profit organisations. Structural equation modelling was used to analyse the survey responses. The structural model showed a good fit with the data and good convergent and discriminant validity as well as reliability stability. This research is the first to formulate and develop the concepts of marketing capabilities and market orientation in the non-profit context. The outcome of this research adds new perspectives to the growing body of non-profit marketing literature, and suggests directions for future research. This research also offers important implications for management bodies in the non-profit organisations and public policy-makers alike.