Table of 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.

About the Author

Celine Chew BBA, MBA, FLMI (distinction), PhD is a Chartered Marketer, a Fellow of the UK Higher Education Academy, a Fellow of the Life Management Institute (LOMA), an Associate of the Centre for Business Relationships, Accountability, Sustainability and Society (BRASS) in Cardiff University, a founding member of the International Research Society for Public Management (IRSPM) and a Book Review Editor of Public Management Review. Dr Chew teaches strategy and non-profit marketing in Cardiff University, UK. Her research interest focuses on the interface between strategy, marketing, social enterprise and public policy in non-profit and public service organizations. Prior to her academic career, Dr Chew has held senior management positions in international business, marketing and management consultancy in the Asia Pacific region.