5 非営利組織が展開するマーケティング活動^[○!R] : 非営利組織マーケティングの固有性に関する理論的考察(新企業体制と経営者育成)

概要

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This paper examines the characteristics of marketing for nonprofit organizations (NPO's). The government organizations are shifting to market economy. There exists a condition for complete cases of competition in theories but this does not exist in reality. Thus, NPO's come to play important rules in various fields. This implies that NPO's compete with firms and government organizations. But if they adopt the same marketing techniques as the private corporations, they cannot survive. Therefore, they should develop a different marketing techniques from those employed by the firms and governments. Thus, in this paper, we attempted to apply marketing techniques to NPO's. In the first stage, we reviewed past studies in marketing techniques for NPO's. The results of this review suggest that they theorized in disregard of relations between the characteristics of NPO's and those of marketing techniques. Then, we examined the nature of nonprofit organizations. This suggests that they clearly differ from corporations and governments in the nature, and they naturally have social fields of activities related to human life. In the final stage, we propose the characteristics of marketing techniques for NPO's, taking the nature of NPO's into consideration.
日本マネジメント学会の論文
2002-03-30