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| Author: | Chew, C. Osborne, S.P. |
| Title: | Exploring strategic positioning in the UK charitable sector: Emerging evidence from charitable organizations that provide public services |
| Journal: | British Journal of Management
2009 : MAR, VOL. 20:1, p. 90-105 |
| Index terms: | public sector charities service non-profit organizations positioning strategy United Kingdom |
| Language: | eng |
| Abstract: | This paper aims to examine how charitable organizations (hereafter as: orgs.) have responded in terms of their strategic positioning (here as: str-posn.) to the changing external operating environment and policy context. Explored are the posn. strategies (as: strs.) adopted by two contrasting British charities delivering public services and the factors influencing their choice of posn. strs. The studied cases extend the knowledge of str-posn. in orgs. other than commercial (for-profit) ones. There is provided new evidence of charities having begun to strategically position themselves as response to both internal organizational factors and external environmental influences. Emerging lessons from the experiences of the case study orgs. provide guidance to charity managers in planning and implementing str-posn. in their organizations. |
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