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Over the recent years, the concept of market orientation has become an attractive avenue for research in marketing. However, despite an array of theories, a systematic framework investigating the role of market orientation in nonprofit organizations remains limited. Through the integration of concepts from market orientation literature, the study put a comprehensive model that describes the role of market orientation in public and nonprofit organization (MO-PNPOs). Keywords—market orientation; public organization; non profit organization

A survey of Market Orientation in Public and Nonprofit Organization (MO-PNPO) Research (2005-2015)