The Business Strategy of Non-Profit Organizations CHC Transforming into Social Enterprise

• Main Authors: Hsin-Chieh Hung, 洪信傑
• Other Authors: Sun-Jen Huang
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/27568639713753201002

碩士 === 國立臺灣科技大學 === 資訊管理系 === 103 === This thesis describes a business case regarding the serious financial losses and key personnel leave faced by CHC Care Association in 2004. The association’s General Secretary appointed Sky to take over the position of project manager. With the management knowledge gained from his days in the university, Sky finally led the association out of hardship and further enhanced the performance of its non-profit products by successfully expanding the store size and enhancing the utilization of social media marketing. As the store and its sales grew tremendously, the problem of lack of information management systems arise within the association. Sky began to think whether they should continue to focus on social media marketing along with improving the store’s quality of service or they should introduce management information systems within the association. In fact, the idea of introducing information systems has existed for a while; however, the limited budget and the lack of IT personnel have likely become their obstacles. The main focus of this case study covers the discussion of the following topics: (1) differences among non-profit organization (NPO), social enterprise, and commercial enterprise; (2) Business Model Canvas (BMC) analysis in NPO; (3) categorization and application of social media by analyzing the process in which Sky has done to improve the donation quality of second-hand goods in their store and found new customers through social media marketing; (4) investigation of the association’s members resistance phenomenon towards the introduction of management information systems using the theory of planned behavior (TPB). This thesis is written in the style of Harvard Business Case teaching method. It consists of a case text and a teaching guide. The discussions cover social enterprise business model, social media and marketing planning issues, and the theory of planned behavior (TPB). This thesis provides a reference for organizations to integrate the academic theory and industrial practices in order to help them enhance their competitiveness.