Strategic positioning in UK charities that provide public services: Implications of a new integrating model

被引：11

作者：

Chew, Celine ^{[1
]}

Osborne, Stephen P. ^{[2
]}

机构：

[1] Cardiff Business Sch, Cardiff, S Glam, Wales

[2] Univ Edinburgh, Management & Econ Sch, Edinburgh EH8 9YL, Midlothian, Scotland

来源：

PUBLIC MONEY & MANAGEMENT | 2008年 / 28卷 / 05期

基金：

英国经济与社会研究理事会;

关键词：

D O I：

10.1111/j.1467-9302.2008.00657.x

中图分类号：

C93 [管理学]; D035 [国家行政管理]; D523 [行政管理]; D63 [国家行政管理];

学科分类号：

12 ; 1201 ; 1202 ; 120202 ; 1204 ; 120401 ;

摘要：

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.

引用

页码：283 / 290

页数：8

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