Chapter 19 The marketization of the third sector? Trends, impacts and implications
Restricted access

This chapter discusses the adoption of commercial and marketized practices and values by nonprofit and third sector organizations, and the implications this has for the governance of organizations and for society more broadly. It presents three interrelated trends - a changing reliance on commercial or earned income, the emergence of ‘social enterprise’ and the growth of cause-related marketing - and assesses the impact of these trends on organizational performance and in relation to their wider function in society, as market-based values have come to permeate all aspects of everyday life. The chapter ends with a discussion of implications for governance and potential research directions.

You are not authenticated to view the full text of this chapter or article.

Access options

Get access to the full article by using one of the access options below.

Other access options

Redeem Token

Institutional Login

Log in with Open Athens, Shibboleth, or your institutional credentials

Login via Institutional Access

Personal login

Log in with your Elgar Online account

Login with you Elgar account