University of Twente Student Theses


Marketing for a better world : a value proposition framework for NGOs from a S-D logic perspective.

Frentz, D.J. (2017) Marketing for a better world : a value proposition framework for NGOs from a S-D logic perspective.

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Abstract:Non-governmental organisations (NGOs) are of major importance today as they are contributing to economic and societal development of civil society. Due to the pressure to demonstrate social impact, an increasing amount of competition and a lack of funding, marketing is a viable strategy to increase performance and fundraising effectiveness. However, the marketing concept is in development for NGOs. The Service-Dominant (S-D) logic provides opportunities to align value proposition(s) to stakeholders. This however has only been studied in regard to for-profit organisations. By means of a multiple case study with different units of analysis, five NGOs have been selected based on theoretical sampling. These NGOs have been studied to answer the question whether the S- D logic is the dominant logic for NGOs in regard to value propositions. Subsequently, a framework has been derived from a cross-case analysis for NGOs to align value propositions to the motives and values of donating stakeholders. This will increase fundraising effectiveness and thus increases impact on civil society. The main aim of this paper was by means of contributing to the existing literature and ongoing discussion to create a framework for NGOs to apply the S-D logic to value propositions consequently increasing performance, fundraising effectiveness and impact on civil society.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
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