Many management theorists and consultants urge companies to focus on their customers′ needs and satisfaction – this is common to strategic management, the marketing concept, the pursuit of “excellence”, market‐orientation, total quality management, relationship marketing strategies,...

Purpose – The aim of this paper is to research the practice of knowledge management (KM) in not-for-profit (NFP), small and medium enterprises (SMEs) to identify gaps in the current body of knowledge. Previous work has been conducted in small, medium and large enterprises; however, NFP SMEs...

Purpose – The current work seeks to analyze the different effects of three alternative strategic marketing orientations – market orientation, sales orientation, and product orientation – on non‐profit organizations' effectiveness, specifically their economic and social effectiveness....