A social capital approach of market orientation in public <scp>non‐profit</scp> organizations: The case of blood transfusion centers in Spain

In order to identify the determinants of market (donor) orientation in blood transfusion centers and services (BTCS), this study seeks analyze whether connectedness interpersonal trust represent a fundamental basis for interfunctional coordination that leads orientation. An empirical was carried out with 147 participants from 14 Spanish BTCS. The measurement scales were validated through CFA proposed relationship model tested using SEM. Both exist among BTCS members foster and, ultimately, their donor Thus, must emphasize internal networks, rearranging them favor This paper integrates social capital literature literature, it proposes evidence on role played by links coordination, which research reliable valid measure orientation, could be useful future testing theory non-profit context. should adopt an organizational design allows introduction new managerial paradigm. People charge different areas at pay particular attention climate level cross-functional relationships. negative evolution donation results suggest need apply management focused donor, achieve sustainable system.