AMT Lab @ CMU: Nonprofit organizations often find themselves needing to perform in multiple markets to survive, and these markets aren’t all customer-facing. Especially prevalent within the arts, companies will sell tickets, memberships, books, coffee, and more, all while competing behind the scenes for grants and major gifts. This drives the need to adopt specific market orientations by allocating labor and resources to whichever markets in which a firm wants to be competitive and successful. An overview of market orientation and its benefits can be found in Part I.
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