Case Study Cluj
Strategic planning in the environmental non-profit sector:
Naturas et Civitas Cluj-Napoca
Ofelia Zaha
Babeş Bolyai University
Executive summary
The case study aims to build a strategy for a new actor in the environmental NGO department in Cluj-Napoca, namely the association Naturas et Civitas which is in the process of being founded. A short description of the present situation in Romania is used to acquaint the reader with the issues faced in the environmental field. In order to set a foundation for strategy development the context is analyzed together with the external factors which shape the evolution and development of society. The first thing taken into consideration is the nature of the environment which could derive from certain to uncertain or simple to complex (Mintzberg , Lampel , Quinn, Ghoshal, 2002). These questions need to be answered because the non-profit sector deals with perceptions and the needs it appeals to are tangled. If we try to position them in Maslow’s pyramid (Cherry, 2012) the first thought would be to add them to the base as a healthy environment means that the primary needs will be achieved (food, water, etc). However, this is quite wrong as the current situation still offers the possibility of obtaining these needs and the danger only refers to the future. This determines environmental friendliness to become an occupation for those who want self realization as they contribute to a cause that will save the future.
The second factor represented will be the external influences in terms of economy, politics, social and technological changes (Mintzberg , Lampel , Quinn, Ghoshal, 2002). Here is where the opportunities and threats lie hidden. Because no actor is alone on the market the non-profit sector is also a victim of the five forces: suppliers (who offer support in money or in kind), buyers (the fans who choose to act upon the principles promoted), the substitutes
Naturas et Civitas Cluj-Napoca
Ofelia Zaha
Babeş Bolyai University
Executive summary
The case study aims to build a strategy for a new actor in the environmental NGO department in Cluj-Napoca, namely the association Naturas et Civitas which is in the process of being founded. A short description of the present situation in Romania is used to acquaint the reader with the issues faced in the environmental field. In order to set a foundation for strategy development the context is analyzed together with the external factors which shape the evolution and development of society. The first thing taken into consideration is the nature of the environment which could derive from certain to uncertain or simple to complex (Mintzberg , Lampel , Quinn, Ghoshal, 2002). These questions need to be answered because the non-profit sector deals with perceptions and the needs it appeals to are tangled. If we try to position them in Maslow’s pyramid (Cherry, 2012) the first thought would be to add them to the base as a healthy environment means that the primary needs will be achieved (food, water, etc). However, this is quite wrong as the current situation still offers the possibility of obtaining these needs and the danger only refers to the future. This determines environmental friendliness to become an occupation for those who want self realization as they contribute to a cause that will save the future.
The second factor represented will be the external influences in terms of economy, politics, social and technological changes (Mintzberg , Lampel , Quinn, Ghoshal, 2002). Here is where the opportunities and threats lie hidden. Because no actor is alone on the market the non-profit sector is also a victim of the five forces: suppliers (who offer support in money or in kind), buyers (the fans who choose to act upon the principles promoted), the substitutes
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