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Positioning and its strategic relevance

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  • Celine Chew

Abstract

Contemporary non-profit strategic management/marketing literature suggests that non-profit organizations, including charities, adopt positioning strategies to differentiate themselves in increasingly competitive operating environments. However, the extant literature lacks adequate theoretical/conceptual frameworks and empirical studies to guide research and inform charity management practice. As part of an on-going study in strategic positioning in British charitable organizations, this article presents the key findings of an exploratory survey into the extent of positioning activities in a sample of general welfare and social care charities within the wider voluntary sector in the UK. The empirical findings reveal that charitable organizations undertake positioning activities extensively in their organizations. However, these activities appear to be more complex than those advocated in contemporary non-profit management/marketing literature. The article highlights five emerging themes that could have major implications for research and practice of strategic positioning in charities in specific, and in voluntary-sector organizations in general.

Suggested Citation

  • Celine Chew, 2006. "Positioning and its strategic relevance," Public Management Review, Taylor & Francis Journals, vol. 8(2), pages 333-350, June.
    • Handle: RePEc:taf:pubmgr:v:8:y:2006:i:2:p:333-350
    DOI: 10.1080/14719030600587752
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    Cited by:

    1. Osmar Arandia Pérez & Luis Portales Derbéz, 2012. "Social Networks: A strategy for non-profit organizations," Revista Observatorio Calasanz, Universidad Cristobal Colon, Dpto. de Investigacion y Posgrado, vol. 3(6), pages .362-378, Febrero.
    2. Celine Chew & Stephen P. Osborne, 2008. "Strategic Positioning in UK Charities that Provide Public Services: Implications of a New Integrating Model," Public Money & Management, Taylor & Francis Journals, vol. 28(5), pages 283-290, October.
    3. Nadia Shuayto & Paul A. Miklovich, 2014. "Creating Organizational Sustainability In Social Enterprises: The Use Of Evidencebased Positioning And Market Orientation," Review of Business and Finance Studies, The Institute for Business and Finance Research, vol. 5(2), pages 109-115.
    4. Kate Mclaughlin & Stephen P. Osborne & Celine Chew, 2009. "Relationship marketing, relational capital and the future of marketing in public service organizations," Public Money & Management, Taylor & Francis Journals, vol. 29(1), pages 35-42, January.

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