Dilemmas and Challenges in the Marketing of Hybrid Organizations: A Theoretical Exploration of Dutch Sheltered Work Companies
This article explores the dilemmas and challenges that hybrid organizations face when developing marketing strategies. Hybrid organizations are organizations that combine tasks and characteristics of governmental organizations, private (for profit) organizations, and non-profit organizations. In thi...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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MDPI AG
2014-02-01
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| Series: | International Journal of Financial Studies |
| Subjects: | |
| Online Access: | http://www.mdpi.com/2227-7072/2/1/1 |
| _version_ | 1818256974187331584 |
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| author | Lieske van der Torre Menno Fenger Mark van Twist Daphne Bressers |
| author_facet | Lieske van der Torre Menno Fenger Mark van Twist Daphne Bressers |
| author_sort | Lieske van der Torre |
| collection | DOAJ |
| description | This article explores the dilemmas and challenges that hybrid organizations face when developing marketing strategies. Hybrid organizations are organizations that combine tasks and characteristics of governmental organizations, private (for profit) organizations, and non-profit organizations. In this article, we show that these organizations are confronted with different target groups, organizational identities and key images. In some instances, the key messages that need to be transmitted through marketing strategies may even be incompatible. Dutch sheltered work companies are illustrative examples of hybrid organizations. They compete with temp work agencies in providing employees to employers, they provide care for people with severe disabilities and they implement the Dutch Sheltered Work Act in their role of governmental agencies. This article theoretically identifies the challenges and dilemmas that may be involved in the marketing of these diverse activities and explores strategies that may be used to overcome these challenges and dilemmas. |
| first_indexed | 2024-12-12T17:36:16Z |
| format | Article |
| id | doaj.art-84b0bf6848644b098d7be3ee28d2f62b |
| institution | Directory Open Access Journal |
| issn | 2227-7072 |
| language | English |
| last_indexed | 2024-12-12T17:36:16Z |
| publishDate | 2014-02-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | International Journal of Financial Studies |
| spelling | doaj.art-84b0bf6848644b098d7be3ee28d2f62b2022-12-22T00:17:12ZengMDPI AGInternational Journal of Financial Studies2227-70722014-02-012111410.3390/ijfs2010001ijfs2010001Dilemmas and Challenges in the Marketing of Hybrid Organizations: A Theoretical Exploration of Dutch Sheltered Work CompaniesLieske van der Torre0Menno Fenger1Mark van Twist2Daphne Bressers3Public Administration, Erasmus University Rotterdam, Burgemeester Oudlaan 50, Rotterdam 3062 PA, The NetherlandsPublic Administration, Erasmus University Rotterdam, Burgemeester Oudlaan 50, Rotterdam 3062 PA, The NetherlandsPublic Administration, Erasmus University Rotterdam, Burgemeester Oudlaan 50, Rotterdam 3062 PA, The NetherlandsThe Netherlands School of Public Administration, Lange Voorhout 17, The Hague 2514 EB, The NetherlandsThis article explores the dilemmas and challenges that hybrid organizations face when developing marketing strategies. Hybrid organizations are organizations that combine tasks and characteristics of governmental organizations, private (for profit) organizations, and non-profit organizations. In this article, we show that these organizations are confronted with different target groups, organizational identities and key images. In some instances, the key messages that need to be transmitted through marketing strategies may even be incompatible. Dutch sheltered work companies are illustrative examples of hybrid organizations. They compete with temp work agencies in providing employees to employers, they provide care for people with severe disabilities and they implement the Dutch Sheltered Work Act in their role of governmental agencies. This article theoretically identifies the challenges and dilemmas that may be involved in the marketing of these diverse activities and explores strategies that may be used to overcome these challenges and dilemmas.http://www.mdpi.com/2227-7072/2/1/1marketingbrandingnonprofit organizationssheltered worksocial policy |
| spellingShingle | Lieske van der Torre Menno Fenger Mark van Twist Daphne Bressers Dilemmas and Challenges in the Marketing of Hybrid Organizations: A Theoretical Exploration of Dutch Sheltered Work Companies International Journal of Financial Studies marketing branding nonprofit organizations sheltered work social policy |
| title | Dilemmas and Challenges in the Marketing of Hybrid Organizations: A Theoretical Exploration of Dutch Sheltered Work Companies |
| title_full | Dilemmas and Challenges in the Marketing of Hybrid Organizations: A Theoretical Exploration of Dutch Sheltered Work Companies |
| title_fullStr | Dilemmas and Challenges in the Marketing of Hybrid Organizations: A Theoretical Exploration of Dutch Sheltered Work Companies |
| title_full_unstemmed | Dilemmas and Challenges in the Marketing of Hybrid Organizations: A Theoretical Exploration of Dutch Sheltered Work Companies |
| title_short | Dilemmas and Challenges in the Marketing of Hybrid Organizations: A Theoretical Exploration of Dutch Sheltered Work Companies |
| title_sort | dilemmas and challenges in the marketing of hybrid organizations a theoretical exploration of dutch sheltered work companies |
| topic | marketing branding nonprofit organizations sheltered work social policy |
| url | http://www.mdpi.com/2227-7072/2/1/1 |
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