Developing a Marketing Strategy for Nonprofit Organizations: An Exploratory Study

Nonprofit organizations have grown tremendously in the last three decades. With this growth has come a greater interest from the nonprofit sector in the importance of marketing. Nonprofits did not apply marketing techniques until 1960–1970, but it is now a well accepted practice. Traditional marketing strategies do not work for nonprofit organizations, and this study proposes the development of a new marketing strategy specifically for this sector. Through the use of interviews and surveys, the authors examine issues of marketing strategy that are distinct for nonprofits. Unlike previous studies, this study examines these issues from the viewpoint of the nonprofit organization. The perception of marketing is different in nonprofit organizations, and the strategic implications of this finding are discussed.     

中国失衡时代是否已终结

过去十年,全球性不均衡问题逐渐成为各国宏观经济政策的中心议题。本文重点分析了当前中国的外部失衡问题,研究了2008年后促使中国经常账户盈余下降的影响因素,预测了中国外部顺差的走向。本文认为,未来几年中国的经常账户盈余将保持适度。外部失衡不能反映当今中国国际收支的主要特征。随着中国国内经济越来越依赖投资的拉动,内部失衡问题将愈发明显。     

Rural poverty in Mexico: assets and livelihood strategies among the Mayas of Yucatán

Understanding poverty and sustainability needs livelihood studies that acknowledge heterogeneity at the community and household level. This is particularly true for Latin America where inequality and ethnicity are important aspects of poverty and sustainability. This paper is a detailed examination of the natural resources, socio-economic assets and livelihood strategies of two Mayan communities of the Mexican State of Yucatán. There were three fundamental objectives: to elucidate the people's perceptions of poverty, to analyse their resource use and livelihood strategies, and to suggest ways in which access to markets can reduce poverty and enhance sustainable development. Using qualitative and quantitative methodologies, the dominance of certain successful strategies are made clear. First, milpa—the traditional system of maize production—is a way of life for the Mayas. Secure access to maize-producing land is a valuable asset, partly because it also attracts government subsidies. Second, ownership of small livestock is also part of Mayan life. Ownership of other assets such as beehives gives access to (relatively) lucrative product markets. Third, active agribusiness marketing also requires assets: ownership of transport services; finance to assemble and sell products such as forest fruits, honey and maize; business skills and an ability to create commercial linkages to traders. Appropriate interventions for different wealth groups are suggested to enhance sustainable development of the communities.     

Models of crisis management: an evaluation of their value for strategic planning in the international travel industry

Tourism is particularly prone to external shocks, which by their nature are unpredictable and need to be addressed through effective crisis management processes. The paper reviews the literature relating to crisis management in tourism and identifies and briefly critiques several models that have been developed to help managers in their strategic planning for such contingencies. The terrorist attacks of ‘9/11’ are used as an exemplar of the type of external shock that can lead to crisis if travel industry managers fail to take immediate and decisive action. This paper discusses the reactions of leading UK based tour operators to the terrorist attacks and a case study is presented to examine the reaction of a particular company to ‘9/11’ and to review the ‘turnaround’ strategies used. The crisis management process model is compared and contrasted with the steps actually undertaken at the company. It is evident that there are wider lessons for the travel industry including the need to: integrate crisis management with strategic planning processes, prepare detailed contingency plans, define decisional roles and responsibilities, and to retain a degree of flexibility. Copyright © 2005 John Wiley & Sons, Ltd.     

Satisfying the basics: reflections from a consumer perspective of attractions management at the Millennium Dome,London

The Millennium Dome, London, was supposed to be the centrepiece of UK celebrations marking the start of the twenty‐first century. Unwittingly, it also emerged as the centrepiece of much media negativity and scrutiny — for the full length of its (projected) 1 year of opening. Four years after the doors closed, and with the perspective of time, this study reflects on the Millennium Dome as a case study of visitor attractions management — with data drawn from the consumer perspective at the time of opening. The focus of the primary research is on the satisfaction of visitors to the Millennium Dome. This was carried out when the attraction was weathering the media storm following its opening. Both quantitative and qualitative data was gathered from 530 exit questionnaires and 350 qualitative interviews. The quantitative data revealed visitor assessments of the experience of the Millennium Dome as a whole, and their assessments of its constituent parts (zones). The findings of the qualitative interviews led to the construction of a typology of meanings for visitors to the Millennium Dome. Even though time has elapsed since closure, both the quantitative and the qualitative findings still have a wider application in the interpretation of the visitor experience in attractions. Recommendations at the time indicated a need for management to focus on ‘the basics’ of the visitor experience with the addendum that a failure to do so could detract from ‘the most amazing day out ever’ or, indeed, ‘a very special day’ — and to ensure a closer match between marketing expectations and the reality of the experience. Reflection has not altered such often neglected but fundamental tenets. Copyright © 2005 John Wiley & Sons, Ltd.     

Three types of organizational boundary spanning: Predicting CSR policy extensiveness among global consumer products companies

As part of the rise of a worldwide corporate social responsibility (CSR) movement, companies have increasingly incorporated social and environmental concerns into their policies. This paper examines the extensiveness of these policies, proposing that an underappreciated contributor is the degree of organizational boundary spanning. The paper is novel in integrating multiple types of boundary spanning into a single empirical framework, including product, sub‐unit, and national boundary spanning. The paper adds complexity to the literature by theorizing that different types of boundary spanning associate with CSR policy extensiveness in different issue areas. The results show that product spanning associates with CSR policy extensiveness in the area of consumers, sub‐unit spanning in the areas of workers, and nation‐state spanning in all issue areas. A unique, comprehensive, and global data set of 2,714 prominent consumer goods companies in the GoodGuide database underpins these findings.     

Dynamic panel data estimation of an integrated Grossman and Becker–Murphy model of health and addiction

We propose a dynamic panel data approach to estimate a model that integrates the Becker–Murphy theory of rational addiction with the Grossman model o     

TESTING THE FISHERIAN HYPOTHESIS: SOME METHODOLOGICAL ISSUES AND FURTHER EVIDENCE FOR THE UK

The relationship between common stock returns and actual, expected and unexpected inflation has been subject to considerable scrutiny recently. The objectives of this paper are threefold. First, it is suggested that the Fisherian hypothesis of anticipated stock market returns has been subjected to inappropriate tests in some previous work. Second, the Fisherian hypothesis is developed into an ex post form which is suitable for estimation and which will avoid the difficulties in previous work. Thirdly, estimates of the model are reported using UK data which give some support to the hypothesis.     

FORECASTING VOLATILITY FOR PORTFOLIO SELECTION

The volatility of an asset is a primary input to the portfolio selection problem. Information about volatility is available from two sources, namely the share market and the option market. This paper examines the forecasting performance, over a three month investment horizon, of time series forecasts (from the share market) and option based implied volatilities. Three time series models, including GARCH, are used and twenty four implied volatility estimation models are employed. Using a data set of twelve UK companies, it is demonstrated that implied volatilities produce better individual forecasts than time series. However, more remarkably, forecasts combining implied volatilies and time series estimates significantly outperform both component forecasts.