비영리조직의 기업가지향성, 시장지향성이 마케팅역량 및 성과에 미치는 영향에 관한 연구: 사회복지조직을 중심으로 최근 국내 비영리조직은 범사회적으로 관심도가 높아지고 있다. 특히, 규모의 성장, 정부의 보조금 확대, 시민의 권익 대변, 공공서비스의 매개자로서의 역할이 증대됨에 따라 많은 학자들의 주목을 받기 시작하였다. 활동과 내용면에서도 여성, 환경, 인권, 교육, 청소년, 소비자, 의료 및 보건복지, 문화와 예술 등 다양화된 사회의 다양한 영역에서 많은 역할을 담당하고 있다. 비영리조직은 국민생활의 질적 향상을 위한 실천적 대안으로 그 위상이 점점 더 커지고 있다. 그러나 그러한 역할을 담당하기 위한 정부의 예산 및 지원금은 한정적 때문에 예산을 확보하기 위해, 비영리조직은 다양한 자구책을 마련하여 이용자 및 기부자를 유치하고 있다. 이러한 환경에서 비영리조직은 존립의 문제를 해결하기 위한 방법으로 마케팅에 관심을 갖고, 재정적 자립과 ...
비영리조직의 기업가지향성, 시장지향성이 마케팅역량 및 성과에 미치는 영향에 관한 연구: 사회복지조직을 중심으로 최근 국내 비영리조직은 범사회적으로 관심도가 높아지고 있다. 특히, 규모의 성장, 정부의 보조금 확대, 시민의 권익 대변, 공공서비스의 매개자로서의 역할이 증대됨에 따라 많은 학자들의 주목을 받기 시작하였다. 활동과 내용면에서도 여성, 환경, 인권, 교육, 청소년, 소비자, 의료 및 보건복지, 문화와 예술 등 다양화된 사회의 다양한 영역에서 많은 역할을 담당하고 있다. 비영리조직은 국민생활의 질적 향상을 위한 실천적 대안으로 그 위상이 점점 더 커지고 있다. 그러나 그러한 역할을 담당하기 위한 정부의 예산 및 지원금은 한정적 때문에 예산을 확보하기 위해, 비영리조직은 다양한 자구책을 마련하여 이용자 및 기부자를 유치하고 있다. 이러한 환경에서 비영리조직은 존립의 문제를 해결하기 위한 방법으로 마케팅에 관심을 갖고, 재정적 자립과 고객관리 서비스의 질적 차별성을 추구하여 경쟁우위를 차지하기 위한 노력을 진행 중이다. 이에 본 연구는 비영리조직을 대상으로 비영리조직의 기업가지향성이 시장지향성과 어떠한 영향관계가 있는지를 규명하고, 비영리조직의 마케팅역량 및 성과와 어떤 영향관계를 가지고 있는지를 연구하고자 하였다.
비영리조직의 기업가지향성, 시장지향성이 마케팅역량 및 성과에 미치는 영향에 관한 연구: 사회복지조직을 중심으로 최근 국내 비영리조직은 범사회적으로 관심도가 높아지고 있다. 특히, 규모의 성장, 정부의 보조금 확대, 시민의 권익 대변, 공공서비스의 매개자로서의 역할이 증대됨에 따라 많은 학자들의 주목을 받기 시작하였다. 활동과 내용면에서도 여성, 환경, 인권, 교육, 청소년, 소비자, 의료 및 보건복지, 문화와 예술 등 다양화된 사회의 다양한 영역에서 많은 역할을 담당하고 있다. 비영리조직은 국민생활의 질적 향상을 위한 실천적 대안으로 그 위상이 점점 더 커지고 있다. 그러나 그러한 역할을 담당하기 위한 정부의 예산 및 지원금은 한정적 때문에 예산을 확보하기 위해, 비영리조직은 다양한 자구책을 마련하여 이용자 및 기부자를 유치하고 있다. 이러한 환경에서 비영리조직은 존립의 문제를 해결하기 위한 방법으로 마케팅에 관심을 갖고, 재정적 자립과 고객관리 서비스의 질적 차별성을 추구하여 경쟁우위를 차지하기 위한 노력을 진행 중이다. 이에 본 연구는 비영리조직을 대상으로 비영리조직의 기업가지향성이 시장지향성과 어떠한 영향관계가 있는지를 규명하고, 비영리조직의 마케팅역량 및 성과와 어떤 영향관계를 가지고 있는지를 연구하고자 하였다.
A Study on the Effect of Non-profit Organization's Entrepreneur Orientation and Market Orientation on Market Capability and Performance: Based on Social Welfare Center These days, domestic non-profit organization is gaining a lot of attention in every aspect of society. Particularly, as non-profit o...
A Study on the Effect of Non-profit Organization's Entrepreneur Orientation and Market Orientation on Market Capability and Performance: Based on Social Welfare Center These days, domestic non-profit organization is gaining a lot of attention in every aspect of society. Particularly, as non-profit organization plays an important role in growth of scale, expansion of government's subsidy, representing citizen's right and mediating public service, more scholars started to take notice of non-profit organization. In terms of activity and content, non-profit organization plays multiple roles in a variety sectors including woman, environment, human right, education, youth, consumer, medicine and healthㆍwelfare and cultureㆍart in this diverse society. As practical alternative to improve citizen's quality of life, the status of non-profit organization is rising. However, government's budget or subsidy is limited, thus, in order to secure the budget, non-profit organization is attracting users and contributors with its own diverse measures. Against this backdrop, to address the problem of non-profit organization's existence, there are on going efforts including paying more attention to marketing as well as seeking financial independence and high quality of customer-management service to secure competitive advantage. As such, this study defines the effect of non-profit organization's entrepreneur orientation on market orientation and examines the effect on non-profit organization's marketing capability and performance. As a study method, the survey was conducted as survey research method. This study surveyed 204 social workers from seven Social Welfare Centers around capital area. To verify the established hypothesis, this study used SPSS 15.0 to carry out exploratory factor analysis and regression analysis. The results are as follows. First, among non-profit organization's entrepreneur orientations, risk sensitivity and pursuit of innovation had positive effect on non-profit organization's market orientation. Second, non-profit organization's market orientation had positive effect on non-profit organization's marketing capability. Third, non-profit organization's marketing capability had positive effect on non-profit organization's financial and social performance. The study result suggests that seeking business strategy which seizes new business opportunity and adopts new business or program is more effective than relying on stable government procurement which is in line with national policy. In addition, when non-profit organization is aware of the fact that competition with other organizations is inevitable and gains competitiveness by establishing market-oriented organizational culture, it could reach its goal and contribute to the society. Furthermore, when non-profit organization that provides value-oriented and intangible service efficiently manages its brand and actively engages in communications with customers, it could precede with many other businesses with targeted financial performance and it will be welcomed by local community and society, thus, it will contribute to enhancing the life value of local community.
A Study on the Effect of Non-profit Organization's Entrepreneur Orientation and Market Orientation on Market Capability and Performance: Based on Social Welfare Center These days, domestic non-profit organization is gaining a lot of attention in every aspect of society. Particularly, as non-profit organization plays an important role in growth of scale, expansion of government's subsidy, representing citizen's right and mediating public service, more scholars started to take notice of non-profit organization. In terms of activity and content, non-profit organization plays multiple roles in a variety sectors including woman, environment, human right, education, youth, consumer, medicine and healthㆍwelfare and cultureㆍart in this diverse society. As practical alternative to improve citizen's quality of life, the status of non-profit organization is rising. However, government's budget or subsidy is limited, thus, in order to secure the budget, non-profit organization is attracting users and contributors with its own diverse measures. Against this backdrop, to address the problem of non-profit organization's existence, there are on going efforts including paying more attention to marketing as well as seeking financial independence and high quality of customer-management service to secure competitive advantage. As such, this study defines the effect of non-profit organization's entrepreneur orientation on market orientation and examines the effect on non-profit organization's marketing capability and performance. As a study method, the survey was conducted as survey research method. This study surveyed 204 social workers from seven Social Welfare Centers around capital area. To verify the established hypothesis, this study used SPSS 15.0 to carry out exploratory factor analysis and regression analysis. The results are as follows. First, among non-profit organization's entrepreneur orientations, risk sensitivity and pursuit of innovation had positive effect on non-profit organization's market orientation. Second, non-profit organization's market orientation had positive effect on non-profit organization's marketing capability. Third, non-profit organization's marketing capability had positive effect on non-profit organization's financial and social performance. The study result suggests that seeking business strategy which seizes new business opportunity and adopts new business or program is more effective than relying on stable government procurement which is in line with national policy. In addition, when non-profit organization is aware of the fact that competition with other organizations is inevitable and gains competitiveness by establishing market-oriented organizational culture, it could reach its goal and contribute to the society. Furthermore, when non-profit organization that provides value-oriented and intangible service efficiently manages its brand and actively engages in communications with customers, it could precede with many other businesses with targeted financial performance and it will be welcomed by local community and society, thus, it will contribute to enhancing the life value of local community.
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