With the downturn in the global socioeconomic panorama, the market orientation (MO) and the performance of non-profit organisations (NPOs) have come in for growing levels of attention. However, authors remain unanimous in emphasising the scope there remains for further research designed to better understand the role of MO on the performances achieved by NPOs. The objective of this research is thus to analyse the influence of MO on the performance standards of NPOs. To this end, we deployed a quantitative methodology based on the application of a survey of NPOs that received a total of 135 valid responses. The results demonstrate a statistically significant positive effect on the dimensions of orientation towards users, towards the competition, the incentive system even while the effect of inter-functional coordination lacks in significance. Despite the data collection having taken place at a particular moment in time, in the midst of the COVID-19 pandemic, which significantly hindered this process and correspondingly preventing this study from attaining still greater representativeness, our results serve to strengthen the theory and practice on market orientation in NPOs. The research results also generate important implications across two levels: at the NPO level and for their decision-makers; it also deepens knowledge on this theme and helps to complete a gap found in the existing literature. In terms of practice, this contributes to NPO managers and policy makers to grasp how MO is not a phenomenon exclusive to the private sector but also extends across the non-profit sector.

随着全球社会经济形势的低迷，市场导向（MO）和非营利组织（NPO）的绩效越来越受到人们的关注。然而，作者们仍然一致强调，为了更好地理解 MO 对非营利组织绩效的影响，还需要进一步研究。因此，本研究的目的是分析 MO 对非营利组织绩效标准的影响。为此，我们采用了基于对非营利组织的调查应用的定量方法，该调查总共收到了 135 份有效答复。结果表明，即使职能间协调的影响不显着，但对用户导向、竞争导向、激励制度等维度仍具有统计显着的积极影响。尽管数据收集是在 COVID-19 大流行期间的特定时刻进行的，这极大地阻碍了这一过程，并相应地阻止了这项研究获得更大的代表性，但我们的结果有助于加强关于这一问题的理论和实践。非营利组织的市场导向。研究结果还在两个层面产生了重要影响：非营利组织层面及其决策者层面；它还加深了对该主题的了解，并有助于填补现有文献中发现的空白。从实践角度看，这有助于非营利组织管理者和政策制定者认识到MO并非私营部门独有的现象，而是遍及非营利部门。在COVID-19大流行期间，严重阻碍了这一进程，并相应地阻碍了本研究获得更大的代表性，我们的结果有助于加强非营利组织市场导向的理论和实践。研究结果还在两个层面产生了重要影响：非营利组织层面及其决策者层面；它还加深了对该主题的了解，并有助于填补现有文献中发现的空白。从实践角度看，这有助于非营利组织管理者和政策制定者认识到MO并非私营部门独有的现象，而是遍及非营利部门。在COVID-19大流行期间，严重阻碍了这一进程，并相应地阻碍了本研究获得更大的代表性，我们的结果有助于加强非营利组织市场导向的理论和实践。研究结果还在两个层面产生了重要影响：非营利组织层面及其决策者层面；它还加深了对该主题的了解，并有助于填补现有文献中发现的空白。从实践角度看，这有助于非营利组织管理者和政策制定者认识到MO并非私营部门独有的现象，而是遍及非营利部门。我们的研究结果有助于加强非营利组织市场导向的理论和实践。研究结果还在两个层面产生了重要影响：非营利组织层面及其决策者层面；它还加深了对该主题的了解，并有助于填补现有文献中发现的空白。从实践角度看，这有助于非营利组织管理者和政策制定者认识到MO并非私营部门独有的现象，而是遍及非营利部门。我们的研究结果有助于加强非营利组织市场导向的理论和实践。研究结果还在两个层面产生了重要影响：非营利组织层面及其决策者层面；它还加深了对该主题的了解，并有助于填补现有文献中发现的空白。从实践角度看，这有助于非营利组织管理者和政策制定者认识到MO并非私营部门独有的现象，而是遍及非营利部门。