Strategic orientation of non-profit organizations toward proposing value to beneficiaries

Abstract

<p><br>Purpose – The objective of this study was to understand the ways in which non-profit organizations strategically<br>orient themselves to add value to their beneficiaries.<br>Design/methodology/approach – Based on the literature on strategic orientation focused on value propositions<br>for customers, an exploratory qualitative study was conducted through interviews with 20 managers and service<br>beneficiaries from non-profit organizations.<br></p><p>Findings – The results show that perceived value, social benefits, and stakeholder relationships are the ways in<br>which non-profit organizations deliver value to their beneficiaries. Although without prior planning, the use of<br>value-based strategic orientations can be observed in non-profit organizations. It can be concluded that the gains<br>that non-profit organizations obtain by adopting a value-oriented strategic approach are reputation, image,<br>donations for social work, and volunteering. This makes non-profit organizations more professional and<br>differentiated in their areas of operation, resulting in an increase in their social performance.<br></p><p>Originality/value – This study provides an understanding of the strategic orientation of non-profit<br>organizations in relation to offering value to their beneficiaries. Despite the importance of strategic<br>orientation for value proposition, it is still a concept that is underexplored in the literature.<br></p><p>Keywords Strategic orientation, Value proposition, Value co-creation, Non-profit organizations<br>Paper type Research article<br></p>