On the Measurement of Entrepreneurial Behavior in Not-For-Profit Organizations: Implications for Social Marketing

Abstract

This article explores the concept of entrepreneurship as it relates to social marketing and not-for-profit organizations. The nature of entrepreneurship is examined, as are contemporary efforts to measure it within established profit-seeking organizations. Based on this foundation, the interface between entrepreneurship and social marketing is assessed. It is argued that entrepreneurship lies at the heart of social marketing andthat concepts from the field of entrepreneurship can enhance the management of social marketing efforts. The application of entrepreneurship is then extended to the not-forprofit sector. The adaptation of private sector measures of entrepreneurship to social marketing and not-for-profit contexts is explored, and the implications of such measurement efforts in these contexts are discussed