ABSTRACT
The chapter is intended to review the key literature about strategic positioning in both the contemporary strategic management and marketing literatures, and those that have been adopted for non-profit organizations in general, and charitable organizations specifically. The aim is to identify gaps in the extant literature/research in relation to strategic positioning at the organizational level in the charitable context, and to locate this study within the wider context of the management literature. This review is part of the first stage of a three-stage methodology utilized in this study, namely, the conceptualization stage.
