This study examines the 'marketization' phenomenon in the nonprofit sector of U.S. and suggests the theoretical framework to analyze the dynamics of institutional change of nonprofit organizations. To solve these agendas, this study focuses on the eff...
This study examines the 'marketization' phenomenon in the nonprofit sector of U.S. and suggests the theoretical framework to analyze the dynamics of institutional change of nonprofit organizations. To solve these agendas, this study focuses on the effect of conflictable group identities-between the group who persists on the social value and the other group who persists on the economic efficiency-in the individual nonprofit organization and the selective responses of each group to the pressure of institutional environment-from the governmental sector and the profit sector.