“…For NFPs, which have traditionally been cushioned from the competitive pressures of markets, the journey into a competitive market is filled with uncertainty. NFP service providers must adapt to constantly changing landscapes, including increasing demands for greater accountability and shifting client expectations [11,13,14]. As the boundaries between the various sectors become blurred, the "for-purpose" NFP sector is faced with the pressure to conform to the business principles of the public and for-profit sectors [5,13,15,16].…”