Balancing Market and Mission: A Nonprofit Case Study.The use of entrepreneurial, businesslike practices in the non profit sector can create challenges and opportunities. This ethnographic case study of a nonprofit family services organization investigated the use of entrepreneurial management approaches and how the potential tension between mission and market orientation is balanced. The data presented suggest that a mission oriented, traditional management approach and more market-oriented entrepreneurial management can be blended
through a "continuum of practice," with the tension resulting from integration as a positive factor that sustains a healthy balance between two possible extremes.