Learning Why and How: A Reader in Managing Nonprofit and Voluntary Organizations

Organizational Change: Commercialization and Marketing

Author(s): Rita S. Mano

Pp: 78-91 (14)

DOI: 10.2174/978160805451011201010078

* (Excluding Mailing and Handling)


The turbulent nature of the nonprofits task environments has been intensified by globalization and funding cuts that are necessary for organizational survival. This chapter presents a variety of theoretical perspectives, such as selection, adaptation and structural models, to show that the appropriate method of invoking change involves avoiding “drastic revolutions” and opt for gradual or incremental changes. Change can be considered as either a source of organizational evolution or a reaction to diminished resources. Change models, types of change and the relationship between change and performance are discussed in the chapter. Nonprofits’ money making venturescommercialization and marketing-as forms of change and acceptable practices in nonprofit are also discussed.

Keywords: Environment, change, selection and adaptation models, performance, commercialization, marketing.

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