The scope of “marketing” research in the nonprofit sector: Lessons from the last 20 years literature

Abstract

Over the last several decades, the field of nonprofit marketing has produced a growing number of publications; however, little attention has been paid to examine what research topics have been studied by nonprofit scholars from the marketing perspectives. This knowledge production research contributes to the literature by reviewing trends in research themes and methodologies over the last 20 years among the articles for which authors use the terminology “marketing.” Employing a thematic review using text network analysis, and an in‐depth methodology review, this study finds that nonprofit marketing studies have been shifting to become more subdivided and diversified in terms of research themes and methodologies. However, we also find that there is still room for further development, which we provided recommendations based on the findings. With its findings, this paper provides critical guidance for future studies.

Maximizing value in healthcare partnerships: A case examining an inter‐organizational relationship in the public and non‐profit sectors

“…More broadly, the findings are of interest to public‐sector organizations seeking to innovate through IORs and non‐profits offering fee‐for‐service programs. The value creation outcome of the partnership is an important consequence for the non‐profit organization as they may rely on fees for services as a funding source (Jung et al, 2022; Noel & Luckett, 2014). The outcomes of such agreements can impact the confidence (Farwell et al, 2019), and motivation to engage (Patel & Weberling McKeever, 2014) for non‐profit organizations' stakeholders (Rupp et al, 2014).…”

Consensus Formation in Nonprofit and Philanthropic Studies: Networks, Reputation, and Gender

“…To examine shared research topics and language, earlier endeavors in nonprofit studies relied primarily on manually coding and counting the topics of research articles and theses (e.g., identified by different studies vary, a few of them consistently appear on different lists (e.g., volunteering, human resources, and interorganizational relations and collaboration). By applying advanced computational methods and utilizing bibliometrics, recent studies have mapped the connections between and the evolution of different research topics in this field (e.g., Jung et al, 2022;. Scholars have also mapped the relations between nonprofit studies and other fields of research, recommending more knowledge integration between different research fields (LePere-Schloop & Nesbit, 2022).…”

Assembling a global health image: Ethical and pragmatic tensions through the lenses of photographers

“…The person who intervenes cannot record; the person who is recording cannot intervene [1] Susan Sontag (1977) Sontag's argument about the role of the photographer and the ethics of (non)intervention is well documented and long-debated among photojournalists and academics [2,3]. However, little attention has been paid to the position and ethical experiences of photographers working in global health-a field that stems from colonial medicine and its visual culture, has historically reinforced visual prejudices and stereotypes [4], and currently relies on both photojournalistic [3,5] and marketing practices [6,7] for visual communication. While photojournalism may tend to view itself--even if this is contested--as calling for non-interference and objective and reflective depiction of local realities, a marketing approach aims to create competitive and emotion-triggering advertisements with the goal of engaging the audience and producing behavioural effects.…”