Health Care Center for the Homeless: Changing with the Times (Teaching note)

Teaching note - See case 'Health Care Center for the Homeless: Changing with the Times (En Français)' for full details

The objectives of this case are to:Utilize internal and external analysis as a means of understanding the current situation and Burns's need to rebrand the organization.Understand how brand orientation is critical to strategy for NPOs (non-profit organizations).Improve understanding of brand orientation through the application and analysis of the construct to the case's NPO.Apply Kotter's change model in order to understand Burns's role in introducing and leading change toward the acceptance of the new brand image and orientation.Facilitate discussion of the mission-driven nature of social service organizations and social issues of homelessness and health care.This case is suitable for use in undergraduate and first-year graduate courses in change management and branding. The detailed treatment of environmental analysis may also make the case useful in marketing management or strategy courses. The contentious, socially relevant issues of health care and homelessness make the case particularly relevant to courses in public administration and non-profit management.

Change Management; Branding; Brand Orientation; Health Care; Non-profit Management; Florida, United States

Undergraduate/MBA

Année de la problématique : 2009

Livraison : Livraison par lien de téléchargement