What factors influence positioning strategies in voluntary non-profit organisations? Towards a conceptual framework

Chew, Celine 2003. What factors influence positioning strategies in voluntary non-profit organisations? Towards a conceptual framework. Local Governance 29 (4) , pp. 288-323.

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Abstract

Proposes a conceptual framework for investigating factors influencing positioning strategies in voluntary non-profit organisations (VNPOs), particularly UK charitable organisations. These face increasing pressures to manage operations in a highly competitive and challenging external environment. Argues for the relevance of positioning as part of their strategic marketing planning process, while recognising the need for adaptation in the particular context in which they operate. While studies suggest that such organisations are increasingly knowledgeable in marketing approaches and techniques, argues these are predominantly used at the tactical rather than strategic marketing level. At the same time there is a lack of suitable conceptual frameworks on positioning as part of the strategic planning process to guide research in the non-profit context. Aims to address this gap by illuminating the various positioning issues derived from alternative theoretical perspectives from both the for-profit and non-profit literature, and serves to inform practice by raising challenging questions on the direct application of position concepts and strategies derived from contemporary commercial marketing literature into the VPNO/charity marketing context, while proposing some areas for adaptation.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Business (Including Economics)
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HS Societies secret benevolent etc
Uncontrolled Keywords:	Charities; marketing; planning; voluntary organisations
Publisher:	Institute of Local Government Studies (INLOGOV)
Last Modified:	19 Mar 2016 23:12
URI:	https://orca.cardiff.ac.uk/id/eprint/42776

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