Between State, Market and Community: A study of the slogans of sheltered work companies

Hybrid organizations operate in complex and diversified institutional environments that combine characteristics of the state, the market, and the nonprofit sector. These environments impose challenges on the marketing of hybrid organizations. This article focuses on the challenges and dilemmas in the marketing of hybrid organizations by analysing the slogans of Dutch sheltered work companies. These slogans reflect the core values and distinctive competences of these organizations. Our analysis accentuates the tensions between the demands from the multiple domains and shows how a specific group of hybrid organizations - sheltered work companies - deals with these tensions in the formulation of their slogans.

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