Market Orientated Actions in Brand Oriented Organizations: Case studies from the Not-for-profit Sector

Sammanfattning: Abstract Purpose: The purpose of this paper is to investigate the extent to which a strongly identity driven (brand oriented) organization in the not-for-profit sector can meet the expectations of the market’s wants and needs and still stay true to its identity. Methodology: Literature review, case studies Findings: The paper finds that brand oriented organizations that are fully aligned with their identity in their market oriented actions seem to be more successful. Furthermore, it finds that being brand oriented and driven by the identity is not enough. An organization must not only see itself as a brand, but also act as one in order to achieve the best possible outcome when performing market oriented activities. Original/value: The paper is the first of its kind to combine perceived market adaptation and alignment with identity in a framework for strongly identity driven organizations in the not-for-profit sector. Keywords: brand orientation, market orientation, not-for-profit organization, brand identity Paper type: Research paper