Market Practice in a Nonprofit Setting: A Case Study of the Swedish Cancer Society - Softcover

Lundell, Linus; Goldmann, Filip

 
9783848496426: Market Practice in a Nonprofit Setting: A Case Study of the Swedish Cancer Society
Softcover
ISBN 10: 3848496429 ISBN 13: 9783848496426
Verlag: LAP LAMBERT Academic Publishing, 2012

Inhaltsangabe

Today, nonprofit organizations are of major importance for the society. Their missions contribute to fulfilling societal needs that otherwise would not get enough resources. Marketing for these organizations becomes more important and most nonprofit marketing research has had a theoretical approach. This work therefore investigates market practice, which covers all concrete actions that form a market. Market practice has been studied through a case study of the nonprofit fundraising organization the Swedish Cancer Society (SCS; Swe: Cancerfonden) and findings are analyzed with a theoretical framework developed by Helgesson, Kjellberg and Liljenberg (2004). Results show that the market for SCS is formed by market practices seen at different levels and departments within the organization. In its daily work, SCS enhances economic transactions through developing relations and new channels. It emphasizes its specific features within the nonprofit sector and actively tries to change perception of the industry.

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Reseña del editor

Today, nonprofit organizations are of major importance for the society. Their missions contribute to fulfilling societal needs that otherwise would not get enough resources. Marketing for these organizations becomes more important and most nonprofit marketing research has had a theoretical approach. This work therefore investigates market practice, which covers all concrete actions that form a market. Market practice has been studied through a case study of the nonprofit fundraising organization the Swedish Cancer Society (SCS; Swe: Cancerfonden) and findings are analyzed with a theoretical framework developed by Helgesson, Kjellberg and Liljenberg (2004). Results show that the market for SCS is formed by market practices seen at different levels and departments within the organization. In its daily work, SCS enhances economic transactions through developing relations and new channels. It emphasizes its specific features within the nonprofit sector and actively tries to change perception of the industry.

Biografía del autor

Filip Goldmann is a strategy and management consultant and holds a M.Sc in Economics and Business from the Stockholm School of Economics and a CEMS Master in International Management. Linus Lundell is a brand management consultant and holds a M.Sc. in Economics and Business from the Stockholm School of Economics.

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Verlag
LAP LAMBERT Academic Publishing
Erscheinungsdatum
2012
Sprache
Englisch
ISBN 10 
3848496429
ISBN 13 
9783848496426
Einband
Tapa blanda
Anzahl der Seiten
88
Kontakt zum Hersteller
Nicht verfügbar
Verantwortliche Person
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