20% Discount Available

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

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

For more details, or to request a copy for

review,
please contact: i
Gemma Walker, Marketing Co-ordinator
Gemma.Walker@tandf.co.uk +44 (0) 207
 Discount Order Form

UK & ROW ORDERS US ORDERS

 Tel: 01235 400524  Tel: Toll Free: 800-634-7064
 Fax: 020 7017 6699  Fax: 800-248-4724
www: www.routledge.com www: www.routledge-ny.com
Email: book.orders@routledge.co.uk Email: cserve@routledge-ny.com
 Post: Gemma Walker, Taylor and Francis  Post: Taylor & Francis Books
FREEPOST Dept: Textbook Customer Service
200 Milton Park, Abingdon Oxon 7625 Empire Drive, Florence, KY 41042
OX14 4TA

TITLE ISBN QTY PRICE

SUBTOTAL
____________________________ ________________ ____ __________ _________
____________________________ ________________ ____ __________ _________
____________________________ ________________ ____ __________ _________
____________________________ ________________ ____ __________ _________
____________________________ ________________ ____ __________ _________
____________________________ ________________ ____ __________ _________
UK REST OF WORLD
5% of total order EUROPE 15% of total order
MIN CHARGE £1.00 10% of total order MIN CHARGE £6.50
MAX CHARGE MIN CHARGE £2.95 MAX CHARGE £30.00 Postage/Shipping
£10.00 MAX CHARGE £20.00
_________
NEXT DAY +£6.50* AIRMAIL +£6.50 For other options call
* We only guarantee next
day delivery for orders
customer services on:
+44 (0)1264 343071 GRAND TOTAL _________

ADDRESS DETAILS
SURNAME ___________________________________ FIRST NAME _______________________________
DEPARTMENT ___________________________________ INSTITUTION _______________________________
ADDRESS ___________________________________ TOWN _______________________________
COUNTY ___________________________________ POST/ZIP CODE
_______________________________
COUNTRY ___________________________________
TELEPHONE ___________________________________ FAX NUMBER _______________________________
EMAIL ___________________________________
VAT NUMBER (EU MEMBER STATES ONLY) ______________

SELECT PAYMENT METHOD (please tick or fill appropriate boxes & select card
type) Cheque payable to Taylor & Francis £ Please send me a pre-payment invoice

(my ref number)

Credit Card No (no spaces)

EXPIRY DATE Month/yea

r
Mastercard Visa Amex Switch Issue Number (only applies to Switch)

SIGNATURE: DATE: (eg 01/01/05)

For more details, or to request a copy for

review,
please contact: i
Gemma Walker, Marketing Co-ordinator
Gemma.Walker@tandf.co.uk +44 (0) 207