Strategy development in humanitarian NGO positioning and the rise of FCOs
| Autor: | Rossig, Julian J. |
|---|---|
| EAN: | 9783741252808 |
| Sachgruppe: | Wirtschaft |
| Sprache: | Englisch |
| Seitenzahl: | 284 |
| Produktart: | Gebunden |
| Veröffentlichungsdatum: | 29.07.2016 |
| Untertitel: | Understanding Fundraising Campaign Organizations |
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As competition over donations for humanitarian aid projects intensifies, traditional German NGOs come under additional pressure from an unlikely side: A new breed of aggressively expanding market entrants monopolizes distribution channels, thus obtaining a significant market share. Lacking any own aid projects, however, these organizations distribute the raised donations to traditional NGOs. This unusual set-up leaves NGO executives searching for a strategic response: While the new competitor¿s funding is clearly a welcome treat, the competitive aspect is much less pleasing. This study revisits contemporary approaches to positioning strategy formulation, deducing a systematization of fundraising campaign organizations (FCOs) and offering helpful recommendations for NGO executives.
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