부산대학교 도서관

This paper aims to examine the relationship between marketing orientation and organizational performance under a non-business setting. In doing so, the children and youth centres (CYCs) of Hong Kong have been chosen as the subjects of investigation. Based on surveys on the centres-in-charge and centre members, the present study has, in general, demonstrated the universal applicability of marketing in both the profit making and the non-profit making sectors. Relating specifically to the dual constituencies faced by non-profit making organizations, the empirical evidence has also shown that CYCs with a higher degree of marketing orientation are better able to satisfy their target groups and to attract more financial resources. While the inter-relationship between marketing practices in the resources allocation and attraction markets calls for further investigation, the significant correlations derived from the present study will at least provide policy makers and social service agencies with increased confidence in applying marketing concepts at both the sectoral and organizational levels.