Strategic positioning in UK charities that provide public services: implications of a new integrating model

Chew, Celine and Osborne, Stephen P. 2008. Strategic positioning in UK charities that provide public services: implications of a new integrating model. Public Money and Management 28 (5) , pp. 283-290. 10.1111/j.1467-9302.2008.00657.x

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Abstract

This article explores the implications of a proposed model that integrates the multi-dimensional factors influencing strategic positioning in charities that provide public services. It argues that the existing commercial marketing/strategy interpretations of strategic positioning, such as positioning motives, strategic positioning process and the marketing role in positioning, have limitations when applied to non-profit organizations, such as charities.

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 > HM Sociology H Social Sciences > HS Societies secret benevolent etc
Publisher:	Taylor & Francis
ISSN:	0954-0962
Last Modified:	19 Mar 2016 22:33
URI:	https://orca.cardiff.ac.uk/id/eprint/20121

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