The Market Orientation and Performance of Non-Governamental Organisations for Disabled Persons

The growing demand for services provided by Non-Governmental Organizations for Persons with Disabilities (NGOPD), the successive reductions in state financing and rising competition for funding have resulted in these organizations seeking out competitive advantages and improved performances. Market orientation (MO) may contribute towards these objectives. This study analyses the relation between MO and the priority attributed to satisfying client needs, performance and the NGOPD capacity to attract financing. The results demonstrate a relationship between MO and the priority given to satisfying client needs, performance and financing.