engleski

A Marketing Approach to the Non-profit Organizations' Entrepreneurship

In any case, entrepreneurship is possible and naturally necessary also in non-profit organizations, and their entrepreneurs also have to be market-susceptible. In order to be successful therein, they have to know what their beneficiaries as well as their donors want. However, more important is to satisfy the beneficiaries' needs than their desires. Namely, the desires can objectively be far greater than the needs. As to comprehend non-profit organization beneficiaries' needs, they have to be inevitably explored. Additionally, conventional entrepreneurs assume the risk in behalf of economic entity shareholders, whereas in non-profit organizations they assume the risk in behalf of stakeholders. The non-profit organizations' entrepreneurs have to apply a marketing approach in their business behavior as to achieve a complete accomplishment therein. Marketing behavior is useful for a non-profit organization because it principally provides for larger revenues and a long-term stability and directs it to fundamental competencies and beneficiaries' satisfaction and to the acquisition of better knowledge concerning the beneficiaries as well as all those who are directly or indirectly involved in a non-profit organization's activities. Nevertheless, if a non-profit organization fails to behave in a marketing way, it is quite probable that it will be forced to launch a never-ending finances "hunt", its possibility of irrational resource exploitation and inadequate decision-making will be increased, it will be incapacitated to follow the on-market alterations of beneficiaries' needs, its competitiveness will be decreased and its mission realization will become dubitable. Therefore, a marketing approach to the non-profit organizations' entrepreneurship does not represent a mere business marketing transposition in a sphere of non-profit activities but an entire acquisition of a process pertaining to the creation, implementation, and control of socially directed programs in order to assure its acceptance by individuals and/or the entire public.

entrepreneurship; for-profit marketing; marketing; non-profit organizations; non-profit marketing marketing

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