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.
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