Changing places or learning to tango?

Phil H

6th International Colloquium on Nonprofit, Social and Arts Marketing
London College of Communication, University of the Arts, London SE1 6SB
Friday 7th, September 2007

Changing places or learning to tango? Values and brands in transition in the for-profit and not-for profit sectors

Mike Aiken and Philip Holden

Mike Aiken Visiting Research Fellow. Co-operatives Research Unit,
Open University, Faculty of Technology, Walton Hall, Milton Keynes MK7 6AA, UK

Philip Holden, Senior Lecturer, The Business School, The University of Greenwich, Old Royal Naval College, Park Row, Greenwich SE10 9LS 0207 3319034 United Kingdom

Introduction
This paper explores the linked ideas of ‘values’ and ‘brand’ in both not-for-profit and for–profit sectors. It considers the roles these notions play and the ways in which they are in transition in both sectors (Holt 2004; Rosenman 2000, Kotler 1972). This analytic investigation is expanded by drawing on exploratory research undertaken by the authors on these issues. Bourdieu’s (1991,1992,1998) notion of fields is used as an analytic tool to interrogate the relational links between these concepts in the two sectors. The paper concludes by arguing that, amidst a blurring of boundaries between sectors, the notions of ‘values’ and ‘brands’ are drawn into a tango-like relation and that perceiving discernible differences between the two risks becoming increasingly difficult unless a coherent and more holistic theoretical perspective is adopted.

You can see the slide show at slideshare http://www.slideshare.net/pwotg/aiken-holden-presentation-colour-presentation/

The full paper may be made available on request, but this may not be cited without the express permission of the authors[/url]