Strategic Positioning in Voluntary and Charitable Organizations

Business & Finance, Industries & Professions, Nonprofit Organizations & Charities, Management & Leadership, Planning & Forecasting
Cover of the book Strategic Positioning in Voluntary and Charitable Organizations by Celine Chew, Taylor and Francis
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Celine Chew ISBN: 9781135227234
Publisher: Taylor and Francis Publication: May 7, 2009
Imprint: Routledge Language: English
Author: Celine Chew
ISBN: 9781135227234
Publisher: Taylor and Francis
Publication: May 7, 2009
Imprint: Routledge
Language: English

Rekindling the critical analysis of the adoption of generic commercial (for-profit) management approaches in the non-profit context, Strategic Positioning in Voluntary and Charitable Organizations reveals that charities are positioning themselves in their evolving external environment in distinctive ways that are not adequately explained by existing positioning theories. Based on original research that examines, for the first time, the usefulness of contemporary theoretical perspectives and interpretations of strategic positioning derived from the existing literature in explaining the positioning activities of charitable organizations within the wider voluntary and non-profit sector.

Using a three-stage approach, which involves an exploratory survey and multiple case studies, this book provides:

• evidence showing the extent of strategic positioning, the components of a positioning strategy and the process of developing a positioning strategy in charitable organizations that are involved in the provision of public services,

• analysis of the key factors that influence the choice of a positioning strategy in the charitable context, and the depiction of these factors in an original integrating model, and

• an exploration into the extent to which existing strategy/marketing literature on positioning is applicable in the charitable context.

By challenging the adoption of current perspectives on strategic positioning derived from commercial strategy and marketing management literatures into the non-profit and non-market contexts, the author develops a theoretical framework that accounts for the uniqueness of positioning strategy in the non-profit sector. This uniqueness is attributed to the difference in positioning goals, the process of developing a positioning strategy, and the influencing factors on the choice of a positioning strategy in charities compared to commercial organizations. The implications of the findings provide useful lessons for managers of voluntary and charitable organizations in planning and developing their positioning activities, and for other stakeholders, such as policy makers, funders, donors and industry bodies.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Rekindling the critical analysis of the adoption of generic commercial (for-profit) management approaches in the non-profit context, Strategic Positioning in Voluntary and Charitable Organizations reveals that charities are positioning themselves in their evolving external environment in distinctive ways that are not adequately explained by existing positioning theories. Based on original research that examines, for the first time, the usefulness of contemporary theoretical perspectives and interpretations of strategic positioning derived from the existing literature in explaining the positioning activities of charitable organizations within the wider voluntary and non-profit sector.

Using a three-stage approach, which involves an exploratory survey and multiple case studies, this book provides:

• evidence showing the extent of strategic positioning, the components of a positioning strategy and the process of developing a positioning strategy in charitable organizations that are involved in the provision of public services,

• analysis of the key factors that influence the choice of a positioning strategy in the charitable context, and the depiction of these factors in an original integrating model, and

• an exploration into the extent to which existing strategy/marketing literature on positioning is applicable in the charitable context.

By challenging the adoption of current perspectives on strategic positioning derived from commercial strategy and marketing management literatures into the non-profit and non-market contexts, the author develops a theoretical framework that accounts for the uniqueness of positioning strategy in the non-profit sector. This uniqueness is attributed to the difference in positioning goals, the process of developing a positioning strategy, and the influencing factors on the choice of a positioning strategy in charities compared to commercial organizations. The implications of the findings provide useful lessons for managers of voluntary and charitable organizations in planning and developing their positioning activities, and for other stakeholders, such as policy makers, funders, donors and industry bodies.

More books from Taylor and Francis

Cover of the book The Eighteenth-Century Town by Celine Chew
Cover of the book Managing Heritage and Cultural Tourism Resources by Celine Chew
Cover of the book The Plague Epic in Early Modern England by Celine Chew
Cover of the book Word Meaning and Belief by Celine Chew
Cover of the book Routledge Revivals: Barnaby Rudge (1987 ) by Celine Chew
Cover of the book Ramopakhyana - The Story of Rama in the Mahabharata by Celine Chew
Cover of the book Ethnic Stratification and Economic Inequality around the World by Celine Chew
Cover of the book Introduction to Physical Hydrology by Celine Chew
Cover of the book Political Succession in the Arab World by Celine Chew
Cover of the book The Politics of Heritage Management in Mali by Celine Chew
Cover of the book The Global Governance of Genetic Resources by Celine Chew
Cover of the book HTML5 Mobile Websites by Celine Chew
Cover of the book Nationalism, Referendums and Democracy by Celine Chew
Cover of the book China's Bloody Century by Celine Chew
Cover of the book Contemporary Bionian Theory and Technique in Psychoanalysis by Celine Chew
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy