The Marketing Concept: Market Orientation and the Performance of Nonprofit Organizations in Albania.

Abstract

The non-profit sector is very important for the whole scheme of a country life. Dozens of non-profit organizations 
actually operate in Albania. During the last 20 years there has been a significant increase in the number of non
profit organizations, because of the rapid changes in environmental conditions. As a result there is a growth in 
competition among organizations that operate in this sector. 
As nonprofit sector has become more and more competitive in seeking sources of revenue and volunteers, it is 
important to be able to build strong brand identity, image and personality in order to differentiate themselves in 
the growing nonprofit sector. A better understanding of how individuals make choices regarding nonprofit 
organization would be valuable to organizations in indentifying and communicating with their target markets more 
effectively. So the commercialization of non-profit organizations through marketing mechanisms has recently 
become important.  
This paper explores the relationship between market orientation and organizational performance in nonprofit 
sector in Albania. Little empirical research has been conducted before about this.  
The data to conduct this paper were collected from some nonprofit organizations in Albania using a 
questionnaire, which provides information about their: clients and donors.  
Results demonstrate that there is a positive, complex relationship between market orientation and the 
performance of nonprofit organizations that operate in Albania.