Advancing paradox resolution theory for interpreting non-profit, commercial, entrepreneurial strategies
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Lloyd, ST
Woodside, AG
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Taylor & Francis
Abstract
This 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.
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Keywords
Entrepreneurship, Non-profit organizations, Brand identity
Source
Journal of Strategic Marketing, 2015. Vol. 23, No. 1, 3–18
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Copyright © 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).