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dc.contributor.authorLloyd, ST
dc.contributor.authorWoodside, AG
dc.date.accessioned2015-08-18T03:54:54Z
dc.date.available2015-08-18T03:54:54Z
dc.date.copyright2014-04-01
dc.identifier.citationJournal of Strategic Marketing, 2015. Vol. 23, No. 1, 3–18
dc.identifier.urihttp://hdl.handle.net/10292/9016
dc.description.abstractThis study examines the commercial strategies of two non-profit organizations (NPOs) and the alignment of their values and identity while pursuing commercial entrepreneurial strategies. The research uses qualitative, semi-structured, one-on-one interviews conducted in the context of the informants’ daily lives and work. The research indicates the value of the alignment of organizational identity with commercial activities as a means for paradox resolution. Le´rins and St John are cases of NPOs that engage in strategic choice. Research has yet to examine the role of organizational identity alignment in examining paradox resolution among NPOs. The NPOs engage in strategic choice for which continuous reference to enactment with core values is an important influence on strategic brand-community building behaviour.
dc.publisherTaylor & Francis
dc.relation.urihttp://dx.doi.org/10.1080/0965254X.2014.914064
dc.rightsCopyright © 2014 Taylor & Francis. This is a preprint of an article whose final and definitive form has been published in the Journal of Strategic Marketing and is available online at: www.tandfonline.com with the open URL of your article (see Publisher’s Version).
dc.subjectEntrepreneurship
dc.subjectNon-profit organizations
dc.subjectBrand identity
dc.titleAdvancing paradox resolution theory for interpreting non-profit, commercial, entrepreneurial strategies
dc.typeJournal Article
dc.rights.accessrightsOpenAccess
dc.identifier.doi10.1080/0965254X.2014.914064
pubs.elements-id165737


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