Management studies in nonprofit arts have been a stepchild of business research.Strategic marketing issues involved in managing nonprofit arts organizations havereceived limited attention. In the hope to fill in some of this gap, this research exploresthe relationship between market orientation and organizational performance from amultiple stakeholder perspective. Inspired by theview that nonprofit organizations deliver services that satisfy individual and societalneeds, this research sets out to investigate the implications of stakeholder concept onstrategic management in the US nonprofit performing arts context. A key postulatecentral to the argument is that strategic orientation in the nonprofit arts setting is inherentin a stakeholder environment. An organization\\\'s sustainability significantly depends onits capability to align with stakeholders interests and to adapt its strategic behaviors in thesame regard.
