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

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

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Received: 30 November 2013; in revised form: 7 January 2014 / Accepted: 24 January 2014 / Published: 13 February 2014
(This article belongs to the Special Issue Marketing of Nonprofit Organizations)
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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
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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.

AMA 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. International Journal of Financial Studies. 2014; 2(1):1-14.

Chicago/Turabian Style

van der Torre, Lieske; Fenger, Menno; van Twist, Mark; Bressers, Daphne. 2014. "Dilemmas and Challenges in the Marketing of Hybrid Organizations: A Theoretical Exploration of Dutch Sheltered Work Companies." Int. J. Financial Stud. 2, no. 1: 1-14.

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