Nonprofit commercialization: What shapes the perceptions of top managers?

Business‐like thinking among NPOs and scholars has stimulated growing but contested 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 deci...

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Bibliographic Details
Published in:Public administration and development 2024-12, Vol.44 (5), p.460-474
Main Authors: Balgah, Roland Azibo, Kimengsi, Jude Ndzifon, Kester, Ngwa
Format: Article
Language:English
Subjects:
business‐like
Case studies
Commercialization
Dependency theory
Developing countries
LDCs
Managers
Mixed methods research
nonprofits
Perceptions
Regression analysis
top managers
Trade
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Summary:Business‐like thinking among NPOs and scholars has stimulated growing but contested 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 commercialization. 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 
ISSN:0271-2075
1099-162X
DOI:10.1002/pad.2067