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Nonprofit commercialization: What shapes the perceptions of top managers?

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  • NETL
  • NSTL
  • Wiley
Business-like thinking among NPOs and scholars has stimulated growing but con- tested views on what constitutes commercialization and what drives its adoption. Unfortunately, empirical efforts have largely neglected the perspective of nonprofit managers who play pivotal roles in commercialization decisions. To stem this knowledge gap, this study applies a mixed methods on a case study from Cameroon to elicit top nonprofit managers' perceptions to commercialization. Almost 90% of all top managers demonstrate sound theoretical knowledge of nonprofit commer- cialization. Overall, 65% perceived commercialization positively, and 40% were already engaged in commercial activities. Binary logistic regression results indicated positive and statistically significant relationships between organizational capacity variables (intervention sector, for-profit management strategy, and assets), and managers' perceptions of nonprofit commercialization (p ＜ 0.05), questioning the resource-dependency theory. The implications of conceptual ordering, theoretical diversity and contextualizing research on nonprofit managers' commercialization perceptions are discussed, particularly the need to include managerial perception as a key variable in the nonprofit commercialization equation in developing countries, and reconciling theoretical contestations with contextual reality.

business-likecommercializationnonprofitsperceptionstop managers

Roland Azibo Balgah、Jude Ndzifon Kimengsi、Ngwa Kester

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College of Technology,The University of Bamenda,Bambili,Cameroon

College of Technology,The University of Bamenda,Bambili,Cameroon||Faculty of Environmental Sciences, Technische Universitaet Dresden(Germany), Department Geography,The University of Bamenda,Bambili,Cameroon

Higher Institute of Agriculture and Rural Development,Bamenda University of Science and Technology,Nkwen,Cameroon

2024

10.1002/pad.2067

Public administration and development

Public administration and development

ISSN：0271-2075
年,卷(期)：2024.44(5)
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