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Strategic Positioning in Voluntary and

Charitable Organizations

Celine Chew, Cardiff University, UK

Rekindling the critical analysis of the adoption of generic

commercial (for-profit) management approaches in the non-profit
context, Strategic Positioning in Voluntary and Charitable
Organizations reveals that charities are positioning themselves in
their evolving external environment in distinctive ways that are not
adequately explained by existing positioning theories. Based on
original research that examines, for the first time, the usefulness of
contemporary theoretical perspectives and interpretations of
strategic positioning derived from the existing literature in
explaining the positioning activities of charitable organizations
within the wider voluntary and non-profit
March 2009:sector.
260pp / HB: 978-0-415-45304-2: £75.00 £60.00 €82.50 €66.00

This book is part of Using a three-stage approach, which involves an exploratory survey and multiple
the series: case studies, this book provides:
Routledge • evidence showing the extent of strategic positioning, the components of a
Studies in the positioning strategy and the process of developing a positioning strategy in
charitable organizations that are involved in the provision of public services,
Management of
• analysis of the key factors that influence the choice of a positioning strategy in
Voluntary and the charitable context, and the depiction of these factors in an original integrating
Non-Profit model, and

Organizations • an exploration into the extent to which existing strategy/marketing literature on

positioning is applicable in the charitable context.
By challenging the adoption of current perspectives on strategic positioning
Voluntary and non- derived from commercial strategy and marketing management literatures into the
profit organizations non-profit and non-market contexts, the author develops a theoretical framework
that accounts for the uniqueness of positioning strategy in the non-profit sector.
are playing an This uniqueness is attributed to the difference in positioning goals, the process of
increasingly developing a positioning strategy, and the influencing factors on the choice of a
positioning strategy in charities compared to commercial organizations. The
significant role, implications of the findings provide useful lessons for managers of voluntary and
worldwide, in the charitable organizations in planning and developing their positioning activities,
and for other stakeholders, such as policy makers, funders, donors and industry
provision and
management of Contents: List of Illustrations. List of Abbreviations. Foreword.
public services. Acknowledgments. 1. Strategic Positioning, the Voluntary and
Drawing together Charitable Sector, and Public Services. 2. Strategic Positioning,
significant and Strategic Position and Positioning Strategy. 3. Conceptualizing
Charitable Sector and Charitable Activities. 4. Research
ground breaking
Methodology. 5. Mapping the Positioning Activities of Charitable
research, this Organizations. 6. Process, Anatomy of Positioning Strategy and
series is essential Influencing Factors. 7. Towards an Integrating Model of Influencing
reading for Factors. 8. Implications and Future Development. Appendix A: Key
students of public Terminologies Used in this Book. References. Index.

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please contact: i
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Gemma.Walker@tandf.co.uk +44 (0) 207