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Int. J. Financial Stud. 2014, 2(1), 1-14; doi:10.3390/ijfs2010001

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

1
Public Administration, Erasmus University Rotterdam, Burgemeester Oudlaan 50, Rotterdam 3062 PA, The Netherlands
2
The Netherlands School of Public Administration, Lange Voorhout 17, The Hague 2514 EB, The Netherlands
*
Author to whom correspondence should be addressed.
Received: 30 November 2013 / Revised: 7 January 2014 / Accepted: 24 January 2014 / Published: 13 February 2014
(This article belongs to the Special Issue Marketing of Nonprofit Organizations)
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Abstract

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.
Keywords: marketing; branding; nonprofit organizations; sheltered work; social policy marketing; branding; nonprofit organizations; sheltered work; social policy
This is an open access article distributed under the Creative Commons Attribution License (CC BY 3.0).

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MDPI and ACS Style

van der Torre, L.; Fenger, M.; van Twist, M.; Bressers, D. Dilemmas and Challenges in the Marketing of Hybrid Organizations: A Theoretical Exploration of Dutch Sheltered Work Companies. Int. J. Financial Stud. 2014, 2, 1-14.

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Int. J. Financial Stud. EISSN 2227-7072 Published by MDPI AG, Basel, Switzerland RSS E-Mail Table of Contents Alert
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