Published Paper Details:

Non-Governmental Organizations (NGOs) are undergoing a major shift from traditional volunteerism to professionalism in their approaches and service delivery. The present paper is concerned with an analysis of the different aspects of strategic action orientation (SAO) of NGOs in India. SAO signifies the diverse issues related to the course of action pursued by NGOs in the light if their environmental perspectives and internal resources and capabilities. Based on a predetermined sample size, a questionnaire survey coupled with follow-up interviews with Heads/Senior Executives of NGOs has been conducted with a view to examine and analyse the different facets of SAO of NGOs in India. On the basis of quantitative analysis involving correlation analysis, cluster analysis and factor analysis, a specific pattern of SAO of NGOs has been observed which is different from that of business organisations. It has also been observed that NGOs with similar SAO have similarity in operational orientation to a moderate extent. Follow-up interviews with the NGOs substantiate the thrust areas that NGOs need to consider for their long-run competitive sustainability.