Reciprocity Based Concept of Nonprofit MarketingNovatorov EV*
Department of Management, Higher School of Economics, National Research University, Russia
- *Corresponding Author:
- Novatorov EV, Professor
Department of Management
Higher School of Economics
National Research University, Russia
Tel: +7 495 771-32-32
E-mail: [email protected]
Received July 02, 2015; Accepted September 30, 2015; Published October 15, 2015
Citation: Novatorov EV (2015) Reciprocity Based Concept of Nonprofit Marketing. J Bus Fin Aff 4:152. doi:10.4172/2167-0234.1000152
Copyright: © 2015 Novatorov EV. This is an open-access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.
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.