Definition and Implementation of Mutually Beneficial Nonprofit Organization
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Purpose - As part of NPO, the concept of mutually beneficial nonprofit organization (MBNPO) is defined in this paper as a specific kind of corporate organization with service (or product) income to be the main capital source, aiming to provide public service and stressing the relationships with stakeholders. By connecting the two fields, it proposes the basic model applying IMC into NPO management. Desing/Methodology - This paper combines the MBNPO with integrated marketing communications (IMC), defines four types of IMC objects and the framework of assessing the performance of MBNPO executing IMC strategy. Findings - Based on the 5Rs framework proposed by IMC theory, the author puts forward the research mode of IMC for mutual-benefit nonprofits. Implications - The concept of MBNPO contributes to locating the specific type of NPO when applying marketing strategy methods, especially IMC to NPO.
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