Transferring “Marketing Knowledge” to the Nonprofit Sector
研究非营利部门高管从私营部门带来的营销知识使用情况，发现其应用远低于私营部门，并基于文化与组织差异给出解释，提出促进跨部门知识转移的建议。
As many nonprofits have grown larger, they are adopting concepts and tools from the private sector to improve their own operations and effectiveness. For such growth and adaptation to continue, it is important to understand how knowledge is transferred across sectors. This article describes a pioneering study of marketing knowledge transfer based on the experiences of executives in relatively large nonprofit organizations who migrated across sectors. The study reveals that the use of marketing concepts and tools in the nonprofit sector is much lower, and it offers explanations rooted in cultural and organizational differences. This article provides recommendations for promoting more cross-sector transfer of marketing knowledge.