Marketing Strategies for Nonprofit Organizations
Ha Jungbok
Main purpose of this study is two folds. First, reviewing
results of previous researches in nonprofit organizations’ marketing strategies
to show the feasibility of adopting for-profit’s marketing strategies to nonprofit
organizations and second, to show the necessity of separating for-profit marketing
strategies from nonprofit marketing strategies based on the distinctiveness of characteristics
of nonprofit organizations. This study shows and reviews marketing for nonprofit
organizations and then the previous studies for nonprofit organizations marketing
strategies are followed by distinctive nonprofit marketing strategies such as fund
raising strategy and cause related marketing (CRM).
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Developing a scale to measure Decision Making Style
Lather Anu Singh, Nangia Vinay Kumar and Dwivedi Anju
The present research seeks to develop and validate a
construct of decision making. First, in defining the construct, literature was reviewed
and five factors were synthesized appearing in most of the studies. These factors
are Directive, Thinking, Analytical, Impulsive and Rational. A questionnaire with
78 items on these factors was constructed. A sample of 161 associates working at
different managerial levels in four different Sectors (Manufacturing, Service, Consumer
Goods and Oil and Petroleum) was taken. Factor Analysis was applied to validate
the questionnaire and reliability score was calculated for each factor and the entire
construct. On the basis of factor analysis a questionnaire containing 25 items was
finalized. This 25 item questionnaire was then administered on a sample of 800 associates
working at different managerial levels in four different Sectors (Manufacturing,
Service, Consumer Goods and Oil and Petroleum) to define norms on the basis of which
the associates can be categorized under Directive, Thinking, Analytical, Impulsive
and Rational Decision makers.
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