Dilemmas and Challenges in the Marketing of Hybrid Organizations: A Theoretical Exploration of Dutch Sheltered Work Companies

International Journal of Financial Studies

Lieske van der Torre¹  Menno Fenger¹  Mark van Twist¹ 

[1] Public Administration, Erasmus University Rotterdam, Burgemeester Oudlaan 50, Rotterdam 3062 PA, The Netherlands; E-Mails:

关键词: marketing;    branding;    nonprofit organizations;    sheltered work;    social policy;   

DOI  :  10.3390/ijfs2010001

来源: mdpi

【 摘 要 】

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.

【 授权许可】

CC BY   
© 2014 by the authors; licensee MDPI, Basel, Switzerland.