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

S. Osborne, C. Chew

Research output: Contribution to journalArticlepeer-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 languageEnglish
Pages (from-to)283-290
Number of pages8
JournalPublic Money and Management
Volume28
Issue number5
DOIs
Publication statusPublished - Mar 2008

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