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

Celine Chew and Stephen P. Osborne

Public Money & Management, 2008, vol. 28, issue 5, 283-290

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.

Date: 2008
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Persistent link: https://EconPapers.repec.org/RePEc:taf:pubmmg:v:28:y:2008:i:5:p:283-290

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DOI: 10.1111/j.1467-9302.2008.00657.x

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