Date of Conferral
Lee W. Lee
Organizations, for-profit or not-for-profit, continually assess demands from their internal and external stakeholders and adjust their operations and strategies for long term sustainability. Building on the classical contingency theory of organization, the purpose of this cross-sectional study was to identify the differences of operational values and principles between private and public broadcasting organizations; an additional goal was to examine how these organizations use their operating choices to adapt to their environment. In a comparative study design between for-profit and not-for-profit broadcasting organizations as independent variables, the focus of the study was to compare 3 groups of dependent variables regarding operational values, principles, and the external environment. Using convenience sampling, the survey sample of 70 respondents included males and females over the age 18 selected for each of the research sites at Ghana Television, GH One, and Accra Metropolis. The key variables of operational values and external environments were measured by 6-point Likert scales, which were developed for the study. The measures were examined for their content validity and face validity, and they were empirically tested for their reliability and validity with collected data before testing the proposed claims. A series of t tests supported the claims that the 2 organizations operate with different principles and values. For-profit organizations focus on operational efficiency while not-for-profit organizations commit more to human development issues. The results of this study offer insights to broadcasting organizations about how to maximize their resources and bring about positive social change in community development by offering better programming options to stakeholders.