期刊
JOURNAL OF STRATEGIC MARKETING
卷 23, 期 1, 页码 3-18出版社
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/0965254X.2014.914064
关键词
entrepreneurship; non-profit organizations; brand identity
类别
This study examines the commercial strategies of two non-profit organizations (NPOs) and the alignment of their values and identity while pursuing commercial entrepreneurial strategies. The research uses qualitative, semi-structured, one-on-one interviews conducted in the context of the informants' daily lives and work. The research indicates the value of the alignment of organizational identity with commercial activities as a means for paradox resolution. Lerins and St John are cases of NPOs that engage in strategic choice. Research has yet to examine the role of organizational identity alignment in examining paradox resolution among NPOs. The NPOs engage in strategic choice for which continuous reference to enactment with core values is an important influence on strategic brand-community building behaviour.
作者
我是这篇论文的作者
点击您的名字以认领此论文并将其添加到您的个人资料中。
推荐
暂无数据