Reigniting the fire : a contemporary research agenda for social, political and nonprofit marketing

The paper reports on the core challenges faced by the nonprofit, political and social marketing disciplinary areas and suggests a series of research agendas to develop theory and practice to meet these challenges.

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Social marketing's research agenda involves the continued adaptation of the new developments in commercial marketing, whilst building a base of social marketing theory and best practice benchmarks that can be used to identify, clarify and classify the boundaries of social marketing against social change techniques.
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Nonprofit marketing is pursuing the dual research agenda of developing the theory and practice of social entrepreneurship whilst seeking deeper consumer-based research to understand motivations for charitable behaviour and gift giving.
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Political Marketing's research agenda looks for an increase in the level of background research, core data and market research to use as a basis for developing more advanced theoretical and practical models. In addition, as political marketing is being transferred internationally between a range of political and electoral systems, there is a need for comparative research into both the relevance and effectiveness of these techniques to isolate nation independent and nation dependent political marketing strategies and campaigns.

Churches, mosques, and condoms : understanding successful HIV and AIDS interventions by faith-based organisations

There are an estimated 33 million people living with the Human Immunodeficiency Virus (HIV) worldwide. While national education campaigns have been successful in providing a broad platform of awareness of HIV and AIDS, within some countries faith-based organisations (FBOs) have assumed an important role in educating and supporting local communities to reduce HIV transmission. This article conceptualises the successful characteristics of a Christian organisation in West Papua and a Muslim organisation in Thailand. The ability of both these FBOs to engage successfully with their communities on issues of sexual practice provides important lessons for other FBOs seeking to reduce HIV transmission.

A theoretical framework of entrepreneurship and innovation in healthcare organisations

This paper examines the role of entrepreneurship and innovation in the context of healthcare management by offering a number of research propositions. In recent years, hospitals have attracted ever growing commentary about rising costs and the need for improving information technology systems. Whilst there have been some service innovations introduced from other industries, particularly the manufacturing industry, there have been few service innovations originating from the healthcare sector. In the healthcare sector, there are a number of service innovations, which are discussed in this paper in terms of their relevance to managerial roles of hospital staff members. In addition, this paper examines the role of entrepreneurial managers in determining innovative technology behaviour in healthcare organisations. Literature from innovation management, corporate intrapreneurship and healthcare management is used to explain the findings of this paper and future areas of research are also proposed.

Use of moral theory to analyse the ethical codes of built environment professional organisations: A case study of the Royal Institution of Chartered Surveyors

Purpose – The purpose of this paper is to discuss the use of moral theory as a philosophical analytical framework for built environment organisations' ethical codes of practice. The identified moral theories under consideration are “deontology”, “consequentialism” and “virtue ethics”.

Design/methodology/approach – The paper uses a case study to examine the use of moral theory to explain the ethical codes of practice of built environment professional organisations. The chosen organisation is the Royal Institution of Chartered Surveyors (RICS). The approach for conducting the case study is through semi-structured interviews with experienced RICS members which gather views on the application of moral theory to explain the RICS ethical principles.

Findings – The case study revealed that there are mixed views on the use of moral theory to explain the RICS code of practice. The general view is that deontology is the most suitable theory to explain the fact that the work or process has been undertaken correctly. On the other hand, there is also a view amongst senior professionals that virtue ethics is most appropriate as it addresses the importance of both the correct “result” and the correct “process”.

Research limitations/implications – The paper uses a case study approach to examine the ethical code of one built environment professional organisation. This research does not therefore claim empirical generalisation but instead provides illustrations on the use of moral theory to explain the code of practice of a built environment professional organisation. The paper is based on a series of interviews. The findings should be understood as the aggregated opinions of the interviewees.

Originality/value – The paper makes an original contribution to existing literature on the theoretical analysis of codes of practice for built environment professional organisations. It describes research which is the first to use moral theory as a framework for analysing rules of conduct of built environment professional organisations.

Identity and self-presentation : from a representational to a performative lens in studying social media engagement in organisations

Social media make fast inroads into organisations. This raises issues regarding self-presentation and locating experts in these new emerging communication spaces, as the basis for effective social media-enabled knowledge work. However, research on self-presentation and identity in organisational social media is only just emerging and has been founded on broader understandings from studies of public social media. In this literature study we demonstrate that the existing body of research on identity in social media is dominated by a ‘representational lens’. Based on an analysis of the historic foundations of this stream of research, we will expose limitations of this lens in capturing contemporary engagement in online spaces and advocate for a ‘performative lens’ in studying identity work in organisations. We contribute a detailed exposition of the evolution of identity studies in the context of public social media, and we offer an alternative lens for studying the topic in organisational contexts.

How organisations know what they know : a survey of knowledge identification methods among Australian organisations

Literature surrounding the Knowledge Management process of identifying what knowledge exists within an organisation is scarce. This research project set out to fill the research gaps surrounding that particular Knowledge Management process called Knowledge Identification. This paper reports on the findings of a survey sent to 973 Australian organisations to investigate their Knowledge Identification practices. The survey findings show that while organisations do perceive Knowledge Identification to be important, the practice of KI has not reached mainstream adoption yet. The reasons why and why not, and the range of methods organisations currently use to establish what knowledge exists within their four walls are identified. The survey findings also reveal two opposing approaches organisations take in practising KI: proactive KI and reactive KI.

Making sense of business intelligence : proposing a socio-technical framework for improved decision making in not-for-profit organisations

The authors of this paper argue that human intuition alone cannot be relied upon for strategic decision making in today’s business environment and that quality data intelligence is an imperative. The proposed project described in this paper is research-in-progress, action design research (ADR), to implement an appropriate information systems (IS) enabling enhanced organisational decision making. ADR is a new research method that draws on action research and design research in an organisational setting. In phase 1 of the project, a sociotechnical ‘sense-making’ approach is used to gather and analyse information and decision needs in a not-for-profit (NFP) association, Connections ACT. In phase 2, requirements are designed and modelled to build a conceptual framework that guides NFPs in improving business performance and reporting capability. Phase 3 is the evaluative stage when the framework is reflected upon and refined, with intervention in the organisation’s processes as a promising outcome.

Exploring the use of enterprise content management systems in different types of Organisations

Researchers and practitioners are starting to realize that it is unlikely that the full advantage of Electronic Content Management Systems (ECMS) can be realized unless both the technology capabilities and organisational context are taken into consideration. This study explores ECMS use in Replication, Diversification, Unification and Coordination type of organisations. A framework of ECMS-use is proposed suggesting different ways of using ECMS to support diverse organisational needs. Following a qualitative case study research approach, interviews were conducted with IT and business managers and ECMS users from each of the four types of organisations. Results suggest that, depending on the organisation’s business needs, ECMS use in organisations can be categorized as 1) Minimal-use, 2) Standard Adoption-use, 3) Customized-use or 4) Leveraged-use. Findings suggest that managers can gain more realistic benefits from ECMS use by understanding why and how different types of ECMS-use can support the way in which their businesses operate.

Can eLearning provide tools for capacity-building to improve performance in the nonprofit sector?

Can E-learning 2.0 provide a platform for improving performance in nonprofit organizations? It is argued that Web 2.0 technologies provide the tools that today’s students rely on in the learning environment. As such they may be the means to attract and retain learners in training and education programs designed to improve performance. E-learning delivered through a blended learning model has proven to be effective in corporate training and higher education. Can the interactive, collaborative model offered in E-learning 2 prove to be as effective? This paper reviews the literature on blended learning and capacity-building as background for a discussion of the potential that e-learning models enhanced by web 2.0 technologies have for expanding access to education and training and facilitating implementation of skills and knowledge gained in the workplace. We suggest that increasing training opportunities for staff and making nonprofit management education more accessible through online programs is not enough to meet the challenge. What is needed at this point is practicable education and training delivered in today’s user’s environment, that is online and “on the go.”

Awkward states and regional organisations: the UK and Australia compared

 

Udderly fantastic online communities : how organisations are using online social networking for community relations and issues management

From empowering consumers and citizens, through to sharing party photographs and organising social events, social networking has transformed the way most people communicate. The Australian dairy industry, wracked by ten years of drought and increasing numbers of activists questioning its environmental and social costs, has established a closed-wall social networking site, called Udderly Fantastic, exclusively for internal stakeholders such as farmers and dairy manufacturers. This case study demonstrates that organisations wanting to engage their stakeholders in an open and transparent way can use social networking as a way of providing information and, importantly, a platform for dialogue in which issues can be raised and discussed.

Mission fulfilment : the role of the non-profit arts board

This research explores the complexity of establishing mission fulfilment through the performance of non-profit arts boards (NP AB). Since the early 1990s, the non-profit literature has only sporadically focussed on the concept of how board performance contributes to mission fulfilment in the broader non-profit sector. Consequently, in both the empirical and normative literatures there is a dearth of understanding of how the nonprofit arts board performance fulfils the organisation's mission. The lack of exploration is problematic for theory development in contextualising non-profit arts board performance contribution to mission fulfilment. Although research has been undertaken in various areas-such as effective and ineffective board performance practices of non-profit organisations, board performance measurement indicators within the arts sector, and mission fulfilment as a result of non-profit organisational effectiveness-research from an extensive literature search did not reveal empirical evidence of the relationship between board performance and mission fulfilment of non-profit arts boards. Against this background, the research issue for the thesis is: How does board performance contribute to mission fulfilment by the non-profit arts organisation?