Comunicação apresentada na 30th Arnova Annual Conference, Miami, Florida, 29 Nov.-1 Dez. 2001.It has been largely emphasised in the literature that a market orientation can provide
important competitive advantages to organisations. However, for-profit organisations have so
far been the focus of much of the market orientation research and less emphasis has been put
on other organisational contexts, such as the non-profit sector. Therefore, the purpose of this
paper is to apply the construct of market orientation to the non-profit sector and to analyse the
constraints that can be posed to an effective assimilation of this construct, namely the
dependence of non-profit organisations on financial resources
