Nonprofit Marketing: Negative Case Analysis

28 Pages Posted: 13 Oct 2014

See all articles by Edouard Novatorov

Edouard Novatorov

National Research University Higher School of Economics

Date Written: October 12, 2014


The author deconstructs the prevailing controversial conceptualization of nonprofit marketing and concludes it rests on three principles: voluntary exchange, an open system organization, and self-interest motivation. Negative case analysis of these principles revealed that alternative principles were ignored in the social science literature. Based on a qualitative analysis a revised conceptualization of non-profit marketing was suggested which incorporated the principles of redistribution and reciprocity, the features of a closed model of formal organization, and public interest motivation. The critical theory approach to the study used non-empirical procedures that included negative case analysis. The paper presents results of negative case analysis.

Keywords: non-profit marketing, negative case analysis, generalized exchange, reciprocity, redistribution.

JEL Classification: D73, H10

Suggested Citation

Novatorov, Edouard, Nonprofit Marketing: Negative Case Analysis (October 12, 2014). Available at SSRN: or

Edouard Novatorov (Contact Author)

National Research University Higher School of Economics ( email )

Myasnitskaya street, 20
Moscow, Moscow 119017

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