ABSTRACT

This chapter draws together the major findings from the exploratory survey stage (Chapter 5) and the case studies stage (Chapter 6) presented so far, and reviews them in light of the existing literature. The chapter begins with a summary of the key points that arose in the previous two chapters. The intent is to highlight the conceptual and methodological links between the various stages in the study. It will also discuss a number of key findings and points of convergence and divergence between the empirical data and the existing literature/research. This discussion is guided by the two main research objectives established for this study. Thereafter, a theoretical model that integrates the key factors that could influence the positioning strategy of charities, which had been shaped from the empirical evidence in this study, will be unveiled. Where possible, the emerging factors will be evaluated with those identified in the initial organizing conceptual framework suggested in Chapter 2 and other relevant literature on strategy development in the voluntary and non-profit organizational contexts. This chapter concludes by reviewing and explaining the significance of the four major premises underpinning the theoretical model.