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美刊《非营利与志愿组织季刊》2007年第36卷发表了德克萨斯科技大学学者罗伯特.麦克唐纳撰写的文章《非营利组织创新研究:组织使命的作用》。文章指出,非营利组织正承受着越来越商业化的压力,越来越关注经济效益。本文调查指出,通过向成员传播使命感可以促进非营利组织的创新,
The American Journal of Nonprofit and Volunteering Quarterly 2007, Volume 36, published an article entitled “Innovative Research in Nonprofit Organizations: The Role of Organizational Mission,” by Robert McDonald, a University of Texas Technology scholar. The article points out that NPOs are under increasing pressure to commercialize and pay more and more attention to economic benefits. This paper points out that by spreading the sense of mission to members, we can promote the innovation of NPOs,