Strategic management and accountability as image drivers of the Bissaya Barreto Foundation

Abstract

In recent decades, there has been a growing concern of non profit organizations in conquering legitimacy in the face of their range of stakeholders, leading to a major interest in executing a strategic management and an accountability that transmits transparency and efficiency on their activities. Thus, this case study focuses on the strategic management of Bissaya Barreto Foundation, and in which way a practical marketing strategy and accountability are tools of image promotion of the Foudation to stakeholders. The Bissaya Barreto Foundation is a particular institution of social solidarity of public utility and is recognized as one of the biggest in Portugal and intends to operate in the central region of the country, to support, promote and carry out activities in the Social, Educational, Health, Cultural and Professional Qualification areas.