Strategic Positioning in UK Charities that Provide Public Services: Implications of a New Integrating Model

S. Osborne; C. Chew

doi:10.1111/j.1467-9302.2008.00657.x

Strategic Positioning in UK Charities that Provide Public Services: Implications of a New Integrating Model

Research output: Contribution to journal › Article › peer-review

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.

Original language	English
Pages (from-to)	283-290
Number of pages	8
Journal	Public Money & Management
Volume	28
Issue number	5
DOIs	https://doi.org/10.1111/j.1467-9302.2008.00657.x
Publication status	Published - Mar 2008

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10.1111/j.1467-9302.2008.00657.x

1 Finished

CAPACITY OF VOLUNTARY & COMM ORGANISATIO
Osborne, S.
ESRC
1/10/06 → 31/10/07
Project: Research

Cite this

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title = "Strategic Positioning in UK Charities that Provide Public Services: Implications of a New Integrating Model",

abstract = "This article explores the implications of a proposed model that integrates themulti-dimensional factors influencing strategic positioning in charities thatprovide public services. It argues that the existing commercial marketing/strategyinterpretations of strategic positioning, such as positioning motives, strategicpositioning process and the marketing role in positioning, have limitations whenapplied to non-profit organizations, such as charities.",

author = "S. Osborne and C. Chew",

year = "2008",

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AB - This article explores the implications of a proposed model that integrates themulti-dimensional factors influencing strategic positioning in charities thatprovide public services. It argues that the existing commercial marketing/strategyinterpretations of strategic positioning, such as positioning motives, strategicpositioning process and the marketing role in positioning, have limitations whenapplied to non-profit organizations, such as charities.

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Strategic Positioning in UK Charities that Provide Public Services: Implications of a New Integrating Model

Abstract

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