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Jumat, 05 November 2010

Strategic Marketing Planning and Positioning in Voluntary Non-Profit Organizations: Empirical Findings and Implications for British Charitable Organizations

by : Celine Chew
(Published by: The Research Director, Aston Business School, Aston University, Birmingham B4 7ET, ISBN : 1 85449 601 8, May 2005)

Abstract
This paper presents the results of an exploratory study, which examines the extent of strategic marketing planning and positioning in voluntary non-profit organizations (VNPOs) in the UK. The emerging non-profit marketing/positioning literature suggests that organizations adopt particular positioning strategies to differentiate themselves in increasingly competitive operating environments. However, the literature lacks adequate theoretical/conceptual frameworks and empirical studies to guide positioning research in the non-profit context and to inform charity management practice. The current study seeks to address some of these gaps. The study findings are based on a postal survey questionnaire mailed to a final sample of 95 General Welfare and Social Care charitable organizations in Britain. The response rate was 54 per cent. The empirical findings reveal that charitable organizations undertake strategic marketing planning and positioning activities extensively in their organizations. The choice of the charity’s positioning strategy is influenced by a combination of external environmental factors, increasing competition, the charity mission, availability of  organization resources, and needs of key stakeholders, in particular dominant funders. Whilst charities need to give more attention to their strategic positioning activities, the findings suggest major challenges for charity managers in developing their organizations’ positionings and to ensure that this is communicated consistently to various stakeholders over time.
Key words: Strategic Marketing Planning, Positioning Strategies, Charities, Voluntary Sector, Non-profit Organizations, United Kingdom.
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