Strategic Positioning in UK Charities that Provide Public Services: Implications of a New Integrating Model

This article explores the implications of a proposed model that integrates the multi-dimensional factors influencing strategic positioning in charities that provide public services. It argues that the existing commercial marketing/strategy interpretations of strategic positioning, such as positioning motives, strategic positioning process and the marketing role in positioning, have limitations when applied to non-profit organizations, such as charities.