Department of Business Administration

Lund University School of Economics and Management

Jayne Jönsson

With a master’s degree in Marketing and in Leadership & Organization combined with relevant work experience, my curiosity in understanding marketing tools and strategies in building and sustaining business organizations has led me to a heightened interest and a more critical stance towards market logic’s role in the context of mission-premised nonprofit third sector. We see today an increasing marketization of our daily lives, our public sector, and even our civic engagements through nonprofit organizations and community associations. To improve human and environment well-being as well as advance knowledge and research in organization studies and marketing, I believe that it is now more important than ever to closely look at the market's relevance and impact beyond the business sector and financial spreadsheets.

In my PhD dissertation, I examine the role played by individuals in negotiating multiple logics of market and mission or the so-called hybrid form. This form entails adopting market activities which is increasingly espoused as a resource alternative for the funding-scarce nonprofit sector. The encouragement of nonprofit organizations to embrace market solutions shows the believed potential of the market in sustaining nonprofits and how marketization stretches beyond the sphere of the private sector. Here, I propose and develop abductively the concept of logic salience that is useful in studying how individuals and groups of individuals relate and respond to competing demands that ensue from multiple logics. My findings indicate that there is potential, albeit limited, for market solutions in sustaining nonprofits; however, it comes with a price in terms of upholding an organization’s social mission. The findings generally indicate the greater challenges of the market-mission combination for achieving nonprofits’ financial sustainability beyond aid funding. I argue that there are significant risks involved in commodifying most, if not all, aspects of human and organizational life, insofar as the nonprofit third sector is supposed to address both government and market failures. The issues raised in the dissertation have relevance and implications not only for research and nonprofit actors, but also for funding bodies, governments and societies that aim to develop and sustain democratic goals.

With the research skills gained from my PhD education and considerable teaching experience from past and present teaching duties at Lund University’s various departments in both Marketing and Organization Studies, I look forward to continue with teaching and research engagements in these and relevant areas.

Jayne Jönsson