Abstract
Application of traditional portfolio methods to nonprofit marketing situations is difficult, to say the least. For the most part, they require detailed market share, market strength, market growth, market attractiveness, and/or cost and profit accounting information that many nonprofits do not have and may not be able to acquire given the nature of products typically offered by nonprofits, e.g., services and/or social behavior programs. We suggest use of a recently proposed product portfolio model, the customer value/mission (CV/M) matrix as a method that can help nonprofits in their product planning endeavors. The CV/M matrix better serves the needs of marketing strategists not only in for-profit organizations but in nonprofit ones as well. This is because it reflects on customer value and differential advantage in the eyes of an organization’s consumers. This paper directly compares the use of an older portfolio matrix that has been suggested for use in nonprofit organizations with use of the new matrix and discusses some advantages and disadvantages of each.
Chapter PDF
Similar content being viewed by others
Keywords
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2015 The Academy of Marketing Science
About this paper
Cite this paper
Knowles, P., Gomes, R. (2015). The Advantages of the Customer Value/Mission Matrix for Strategic Nonprofit Marketing Analysis. In: Wilson, E., Hair, Jr., J. (eds) Proceedings of the 1997 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13141-2_50
Download citation
DOI: https://doi.org/10.1007/978-3-319-13141-2_50
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-13140-5
Online ISBN: 978-3-319-13141-2
eBook Packages: Business and EconomicsBusiness and Management (R0)