Internal competition in a nonprofit museum context: development of a scale |
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| Authors: | Sandra Mottner John B Ford |
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| Institution: | 1. College of Business and Economics, Western Washington University, USA;2. Department of Marketing, College of Business and Public Administration, Old Dominion University, USA
Professor of Marketing and International Business. |
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| Abstract: | - External competition and marketing have been extensively researched in the for-profit environment and to a lesser extent in the nonprofit environment. However, the concept of competition within a nonprofit organization is indicative of another type of competition, that of ‘internal competition’. Internal competition, operating in the nonprofit's endemic environment of scarce resources, takes place between departments, between individuals, and even within individuals in terms of time and energy spent on differing objectives. Internal competition manifests itself as internal conflicts over not only objectives but also the means for achieving the objectives. This research examines the construct of ‘internal competition’ in the museum portion of the nonprofit sector where marketing is often seen as a ‘necessary but evil’ tool essential for survival. Museum retailing, which has taken on an increasingly vital role in the financial support of museums, offers an opportunity to analyze the nature of internal competition and for developing a scale for measuring internal competition.
Copyright © 2007 John Wiley & Sons, Ltd. |
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