P
Pratik Modi
Researcher at Institute of Rural Management Anand
Publications - 19
Citations - 357
Pratik Modi is an academic researcher from Institute of Rural Management Anand. The author has contributed to research in topics: Market orientation & Personality. The author has an hindex of 10, co-authored 16 publications receiving 282 citations.
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Journal ArticleDOI
Conceptualising market orientation in nonprofit organisations: definition, performance, and preliminary construction of a scale
Pratik Modi,Debiprasad Mishra +1 more
TL;DR: In this article, the authors applied Narver and Slater's (1990) conceptualisation of market orientation to non-profit organizations and found a positive link between non-profits' market orientation and their performance in the context of a developing country.
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Rural Marketing Its Definition and Development Perspective
TL;DR: In this paper, an outcome-based definition and domain of rural marketing is proposed and a few potential areas for theory construction work to begin in the subject are suggested, and a critique of the extant work in rural marketing and its dependence on the mainstream business marketing is provided.
Journal ArticleDOI
Personality and older consumers’ green behaviour in the UK
Sianne Gordon-Wilson,Pratik Modi +1 more
TL;DR: In this article, the authors used Socioemotional selectivity theory and time perspective to investigate how the green behaviour of older consumers is explained by their personality types, and found the openness personality trait to be positively linked to green behavior, whilst the extraversion personality trait is negatively related to green behaviour.
Journal ArticleDOI
Market orientation in nonprofit organizations: innovativeness, resource scarcity, and performance
TL;DR: In this article, the authors proposed links between market orientation, innovativeness, resource scarcity, funding source, and performance related variables in the nonprofit context, based on empirical data from 579 nonprofit organizations in India engaged in service delivery to beneficiaries.
Journal ArticleDOI
Measuring market orientation in nonprofit organizations
TL;DR: Modi et al. as mentioned in this paper developed a proprietary scale of market orientation in the non-profit context, based on the MARKOR scale with minor changes in its wordings to suit the nonprofit context.