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Books > Business & Economics > Business & management > Ownership & organization of enterprises > Non-profitmaking organizations
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Strategic Positioning in Voluntary and Charitable Organizations (Paperback)
Loot Price: R1,792
Discovery Miles 17 920
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Strategic Positioning in Voluntary and Charitable Organizations (Paperback)
Series: Routledge Studies in the Management of Voluntary and Non-Profit Organizations
Expected to ship within 12 - 19 working days
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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.
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