Журнал бизнеса и финансов

Reciprocity Based Concept of Nonprofit Marketing

Abstract

Novatorov EV*

The author deconstructs the prevailing conceptualization of nonprofit marketing and concludes it rests on three principles: voluntary exchange, an open system organization, and self-interest motivation. A review of the genesis of these principles revealed that alternative principles were ignored in the social science literature. Based on a qualitative analysis and critical hermeneutic approach a revised conceptualization of nonprofit marketing was suggested which incorporated the principles of reciprocity, the features of a contingency-choice system model of formal organizations, and collectivistic interest motivation. A revised definition of nonprofit marketing is offered based on these principles.