TY - JOUR
T1 - Brand Strategy Co-creation in a Nonprofit Context
T2 - A Strategy-as-practice Approach
AU - Vallaster, Christine
AU - von Wallpach, Sylvia
PY - 2018/10
Y1 - 2018/10
N2 - Literature increasingly acknowledges stakeholders’ voluntary involvement in formerly internal processes and structures of nonprofit organizations. This article contributes to extant literature by investigating how stakeholders get involved in and co-create brand strategy, a core intangible asset for nonprofit organizations. To this end, the article conceptualizes the process of nonprofit brand strategy co-creation from a strategy-as-practice perspective and empirically investigates this process in the context of a child care facility. The article identifies four processes characterizing strategic branding praxis—informing, relating, caring, and reassuring—that manifest in a variety of situated practices and foster the maintenance of a strategic status quo. The data further show a dynamic interplay of stability and adaptation shaped by individual, organizational, and market contexts. These findings provide the basis for proposing a model of brand strategy co-creation that synthesizes the social and contextual dynamics characterizing brand strategy development in a nonprofit context.
AB - Literature increasingly acknowledges stakeholders’ voluntary involvement in formerly internal processes and structures of nonprofit organizations. This article contributes to extant literature by investigating how stakeholders get involved in and co-create brand strategy, a core intangible asset for nonprofit organizations. To this end, the article conceptualizes the process of nonprofit brand strategy co-creation from a strategy-as-practice perspective and empirically investigates this process in the context of a child care facility. The article identifies four processes characterizing strategic branding praxis—informing, relating, caring, and reassuring—that manifest in a variety of situated practices and foster the maintenance of a strategic status quo. The data further show a dynamic interplay of stability and adaptation shaped by individual, organizational, and market contexts. These findings provide the basis for proposing a model of brand strategy co-creation that synthesizes the social and contextual dynamics characterizing brand strategy development in a nonprofit context.
KW - Branding
KW - Strategy-as-practice
KW - Stakeholder
KW - Co-creation
KW - Nonprofit context
KW - Branding
KW - Strategy-as-practice
KW - Stakeholder
KW - Co-creation
KW - Nonprofit context
U2 - 10.1177/0899764018776373
DO - 10.1177/0899764018776373
M3 - Journal article
SN - 0899-7640
VL - 47
SP - 984
EP - 1006
JO - Nonprofit and Voluntary Sector Quarterly
JF - Nonprofit and Voluntary Sector Quarterly
IS - 5
ER -