Mimetic marketing in environmental volunteering organisations
Dolnicar, Sara, Irvine, Helen J., Lazarevski, Katie, & Randle, Melanie (2005) Mimetic marketing in environmental volunteering organisations. In ANZMAC Conference, Australia and New Zealand Marketing Academy Conference, Perth, Australia.
The last decade has seen increased competition amongst voluntary organisations. This has resulted in a number of changes to the nonprofit sector, such as increased levels of scrutiny and accountability for business practices. Voluntary organisations compete not only for limited numbers of volunteers but also for limited grant funding made available at local, state and federal government levels. Increased competition has placed pressure on organisations to take a more commercial approach to the management of their organisations and to adopt what have been previously considered ‘for profit’ business practices such as marketing. This empirical study uses neo-institutional theory as the basis for investigating the marketing of nonprofit organisations, focusing on the ‘Bushcare’ program in NSW. It uses the neo-institutional concept of "mimetic isomorphism" to examine the extent to which competitive pressures are forcing nonprofit environmental volunteering organisations to copy each other and grow more homogenous in terms of their marketing strategies. The managerial implications are apparent when organisations are faced with the challenge of attracting new volunteers, since from an institutional perspective, the most commonly accepted practices are not necessarily the most efficient.
Impact and interest:
Citation counts are sourced monthly from and citation databases.
These databases contain citations from different subsets of available publications and different time periods and thus the citation count from each is usually different. Some works are not in either database and no count is displayed. Scopus includes citations from articles published in 1996 onwards, and Web of Science® generally from 1980 onwards.
Citations counts from theindexing service can be viewed at the linked Google Scholar™ search.
Full-text downloads displays the total number of times this work’s files (e.g., a PDF) have been downloaded from QUT ePrints as well as the number of downloads in the previous 365 days. The count includes downloads for all files if a work has more than one.
|Item Type:||Conference Paper|
|Additional Information:||The contents of this conference can be freely accessed online via the conference's web page (see hypertext link).|
|Keywords:||volunteering, non, profit marketing, neo, institutional theory, Bushcare|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599)|
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School|
|Copyright Owner:||Copyright 2005 (please consult author)|
|Deposited On:||19 Mar 2008|
|Last Modified:||29 Feb 2012 13:42|
Repository Staff Only: item control page