Like many non-profit organizations have become more, they take the concepts and tools from the private sector to improve their own performance and efficiency. That growth and adaptation to continue, it is important to understand how knowledge is transmitted in various sectors. Describes a pioneering study of marketing knowledge transfer based on experience of the leaders in a relatively large non-profit organizations that have migrated in different sectors. Shows that the use of marketing concepts and tools in the nonprofit sector is much lower, and offers an explanation rooted in the cultural and organizational differences. Recommends a more cross-sectoral transfer of marketing knowledge. "Hide
by Alan R. Andreasen, Ronald C. Goodstein, Joan Wilson Source: California Management Review 23 pages. Publication Date: Aug 01, 2005. Prod. #: CMR317-PDF-ENG
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