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| Author: | Gwin, J. M. |
| Title: | Constituent analysis: a paradigm for marketing effectiveness in the non-for-profit organisation. |
| Journal: | European Journal of Marketing
1990 : VOL. 24:7, p. 43-48 |
| Index terms: | MARKETING STRATEGY NON-PROFIT ORGANIZATIONS |
| Language: | eng |
| Abstract: | For-profit organizations typically function with seven constituent groups: shareholders, management, employees, customers, suppliers, public, and government. In the not-for-profit sector the consituent groups are not only different, but the relationship to them is also less formal. There are resource generators /taxpayers, donors, etc/, service users, regulators, managers, and staff members. There is a hierarchy of importance among them. If not-for-profit organizations focus too much effort on resource generators and service users, this leads to ineffectiveness. As a regular part of their strategic plans such organizations should list their constituent groups and carefully explore the needs of such groups to increase their effectiveness. |
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