A Narrative Review of Stresses and Conflicts of Marketing in Social Organizations

Authors

  •   Kartikay Saini Research Scholar, School of Management, GD Goenka University, Gurgaon - 122 103, Haryana
  •   Nusrat Khan Professor (Corresponding Author), School of Management, GD Goenka University, Gurgaon - 122 103, Haryana
  •   Mohd. Azmi Khan Assistant Professor, School of Management and Business Studies, Jamia Hamdard, Delhi - 110 062

DOI:

https://doi.org/10.17010/pijom/2024/v17i1/173289

Keywords:

disability organizations

, social organizations, marketing, stresses and conflicts, sustainability of social organizations

JEL Classification Code

, H32, L31, M14, M31

Paper Submission Date

, October 25, 2022, Paper sent back for Revision, May 27, 2023, Paper Acceptance Date, August 25, Paper Published Online, January 15, 2024

Abstract

Purpose : This paper focused on a narrative review (NR) of the stresses and conflicts of marketing in social organizations in the disability sector. These stresses and conflicts refer to the challenges, constraints, and other conflicting objectives within a social organization.

Methodology : The paper was based on a review of research papers that were gathered from different databases, like EBSCO Host and Google Scholar, and publisher groups like Sage, Springer, Taylor & Francis, Elsevier, and Emerald Publishing. The study adopted inclusion and exclusion criteria for including the papers, and finally, 68 research articles were reviewed thoroughly to understand and highlight the stresses and conflicts of marketing in voluntary and non-profit organizations.

Findings : This study found that social organizations face several constraints coming from different areas. Especially with respect to the marketing of social organizations for the differently abled, there are several challenges faced at different levels, like the organizational level, the marketing practitioner’s level, and the donor front.

Practical Implications : This paper intended to create awareness amongst the marketing professionals of social organizations of the various constraints that exist in the marketing of these organizations. This will help organizations strategize their marketing initiatives in a more focused manner and tackle the stresses and conflicts mentioned with ease.

Originality : This paper portrayed its uniqueness by highlighting the stresses and conflicts of marketing for disability organizations that remain unaddressed in past studies, despite these being the key issues to be overcome for sustainability and existence.

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Published

2024-01-01

How to Cite

Saini, K., Khan, N., & Khan, M. A. (2024). A Narrative Review of Stresses and Conflicts of Marketing in Social Organizations. Prabandhan: Indian Journal of Management, 17(1), 24–43. https://doi.org/10.17010/pijom/2024/v17i1/173289

Issue

Volume 17, Issue 1, January 2024

Section

Articles
Crossref
Scopus
Google Scholar
Europe PMC

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