By Celine Chew
Rekindling the severe research of the adoption of typical advertisement (for-profit) administration methods within the non-profit context, Strategic Positioning in Voluntary and Charitable organisations reveals that charities are positioning themselves of their evolving exterior atmosphere in certain ways in which will not be accurately defined by way of current positioning theories. Based on unique examine that examines, for the 1st time, the usefulness of latest theoretical views and interpretations of strategic positioning derived from the prevailing literature in explaining the location actions of charitable organisations in the wider voluntary and non-profit area.
Using a three-stage procedure, which comprises an exploratory survey and a number of case reports, this publication offers:
• facts exhibiting the level of strategic positioning, the parts of a positioning technique and the method of constructing a positioning method in charitable businesses which are keen on the supply of public services,
• research of the main components that effect the alternative of a positioning method within the charitable context, and the depiction of those elements in an unique integrating version, and
• an exploration into the level to which present strategy/marketing literature on positioning is appropriate within the charitable context.
By demanding the adoption of present views on strategic positioning derived from advertisement approach and advertising administration literatures into the non-profit and non-market contexts, the writer develops a theoretical framework that bills for the individuality of positioning procedure within the non-profit area. This forte is attributed to the adaptation in positioning objectives, the method of constructing a positioning technique, and the influencing elements at the collection of a positioning technique in charities in comparison to advertisement firms. the consequences of the findings offer worthy classes for managers of voluntary and charitable enterprises in making plans and constructing their positioning actions, and for different stakeholders, equivalent to coverage makers, funders, donors and our bodies.
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