Strategic Positioning as a Source of Sustainable Competitive Advantage at the Norwegian Refugee Council, Dolo Ado- Ethiopia

Abstract

Today, the nonprofit sector plays an increasingly important role in the provision of vital services in fields such as health, social services, and education. However, the sector has been experiencing dwindling funding in the recent past due to the economic slowdown in the donor nations and the increased demand from the many organizations that have come up during the period. The effectiveness of non-governmental organizations as actors in development and change depends on successful engagement with both internal and external management questions and also on the successful articulation between issues of internal and external management. The objective of the study was to determine the role of strategic positioning as a source of sustainable competitive advantage at Norwegian Refugee Council, Dolo Ado- Ethiopia. The research design was a case study. The study used primary data which was collected using an interview guide. Content analysis was used to analyze the collected data. The study found out that product differentiation involves differentiating wide range of housing units produced by the organization and other humanitarian providers. NRC was found to have worked with all local institutions, opinion leaders and beneficiaries as determined by the ever changing situation on the ground. The study found out that the factors considered by NRC in pursuit of strategic positioning were the emergencies that occurred in the region of its operations, stakeholders and the strategic planning process. The study achieve competitive advantage through working relationship with the local communities in organizational projects to ascertain progress, challenges, successes and other issues around implementation. NRC was found to have documented organizations strategic capability which has ensured, resources were examined for their full potential. The study recommends that for success in strategic position of the organization it should develop further its ability to marshal resources needed to support its strategies as well as introduction new products and services to create a sense of value which guarantees better performance.