Strategic positioning in UK charities that provide public services : implications of a new integrating model
By: CHEW, Celine
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Contributor(s): Osborne, Stephen P.
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ArticlePublisher: Oxford, UK : Wiley-Blackwell, October 2008Public Money & Management 28, 5, p. 283-291Abstract: 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
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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
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