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'We are not a charity anymore' - For the benefit of society

Conference Paper


Abstract


  • Charities play a key role within society but are facing growing competition. Charities need to

    change, not only to survive, but also to provide new services better suited to ever increasing

    demands from clients. This paper case studies a struggling charity that transformed by

    introducing market orientation, professionalism and businesslike practices. Via thematic

    analysis of in-depth interviews of employees, it is identified how management successfully

    introduced numerous marketing activities to increase revenue and provide a new, holistic

    range of services enabling clients to take control of their lives. Examining an underresearched

    area, the paper advances academic and practitioner knowledge regarding how

    market orientation can be appropriately introduced into a charity and provide a win-win

    situation – for the benefit of society.

Publication Date


  • 2011

Citation


  • Chad, P., Kyriazis, E. & Motion, J. M. (2011). ''We are not a charity anymore'' - For the benefit of society. Australian & New Zealand Marketing Academy Conference (ANZMAC 2011) (p. 1). Perth, Western Australia: Australian & New Zealand Marketing Academy.

Start Page


  • 1

Place Of Publication


  • Perth, Western Australia

Abstract


  • Charities play a key role within society but are facing growing competition. Charities need to

    change, not only to survive, but also to provide new services better suited to ever increasing

    demands from clients. This paper case studies a struggling charity that transformed by

    introducing market orientation, professionalism and businesslike practices. Via thematic

    analysis of in-depth interviews of employees, it is identified how management successfully

    introduced numerous marketing activities to increase revenue and provide a new, holistic

    range of services enabling clients to take control of their lives. Examining an underresearched

    area, the paper advances academic and practitioner knowledge regarding how

    market orientation can be appropriately introduced into a charity and provide a win-win

    situation – for the benefit of society.

Publication Date


  • 2011

Citation


  • Chad, P., Kyriazis, E. & Motion, J. M. (2011). ''We are not a charity anymore'' - For the benefit of society. Australian & New Zealand Marketing Academy Conference (ANZMAC 2011) (p. 1). Perth, Western Australia: Australian & New Zealand Marketing Academy.

Start Page


  • 1

Place Of Publication


  • Perth, Western Australia