4. Findings and Discussion-on PESTLE Analysis
4.1. Political Factors
Political factors are critical determinants of WVE's operational effectiveness and its strategic marketing decisions
. As a major player in rural development programs, the organization must navigate the country's political environment, which includes government policies, political stability and security, regulatory frameworks, and international relations and donor, public political perception and stakeholders’ engagement, advocacy in political environment. These political variables can both facilitate and constrain the effectiveness of its programs and shape the strategies the organization employs to engage with stakeholders, raise funds, and communicate its mission
| [104] | Wondemu, K., & Weldeslassie, S. (2021). Public Participation Vis-A-Vis Policy-Making: Practices & Challenges. International Journal of Multidiciplinary Educational Research, 816(10), 56–66. |
[104]
.
4.1.1. Government Policies and Regulations
The political environment in Ethiopia is characterized by evolving government policies that directly impact World Vision’s operations. Policies related to rural development, foreign aid regulations, and non-governmental organization NGO registration and oversight significantly affect how the organization can function within the country
| [52] | Hordofa, D. F., & Badore, M. A. (2024). Assessing the impact of social, demographic, and economic factors on the economic empowerment of rural women in agricultural activities: a partial proportional odds model analysis in Dire Dawa Administration, Ethiopia. Environment, Development and Sustainability, 26(7), 17205–17235. https://doi.org/10.1007/s10668-023-03334-6 |
| [104] | Wondemu, K., & Weldeslassie, S. (2021). Public Participation Vis-A-Vis Policy-Making: Practices & Challenges. International Journal of Multidiciplinary Educational Research, 816(10), 56–66. |
[52, 104]
. Strategic marketing decisions are thus influenced by the need to align messaging with these policies, ensuring the organization’s programs are in compliance with national priorities and regulations
| [41] | Galiano-Coronil, A., Alcedo-Velázquez, M. Y., Blanco-Moreno, S., & Tobar Pesántez, L. B. (2024). Comparison and positioning of NGOs aimed at children from the perspective of social marketing on Twitter. Humanities and Social Sciences Communications, 11(1), 1–16. https://doi.org/10.1057/s41599-024-02611-7 |
| [88] | Ripley, M., Shamchiyeva, L., & Management, I. (2021). Promoting Economic Transformation through Market Systems Development. 2019(June 2019). |
[41, 88]
. Then the Ethiopian government implements policies that prioritize rural development, World Vision benefits by expanding its programmatic scope. However, political shifts can introduce restrictive policies that impact the flexibility with which World Vision operates
| [1] | Abate, G. K. (2024). Civil War Induced Human and Economic Crises in Northeastern Ethiopia from 2020-2022. Electronic Research Journal of Social Sciences and Humanities, 5(2). |
| [71] | Lupin, D. (2022). The Limits of Good Law: Civil Society Regulation in South Africa and Ethiopia. Journal of African Law, 66(2), 229–255. https://doi.org/10.1017/S002185532100053X |
[1, 71]
. World Vision’s marketing strategies by forcing it to modify its narratives to emphasize local partnerships and self-sufficiency in its program execution. By adjusting its messaging to address these shifts, World Vision ensures it remains compliant while fostering trust among local stakeholders and international donors
| [77] | Middleton, G. H., & Lee, H. T. (2020). Non-profit organization’s innovative donor management-the identification of salient factors that drive donor loyalty. Asia Pacific Journal of Innovation and Entrepreneurship, 14(1), 93–106. https://doi.org/10.1108/apjie-01-2020-0010 |
[77]
.
4.1.2. Political Stability and Security
Political stability in Ethiopia significantly affects the operational environment of WVE, particularly in rural areas where the organization implements most of its programs
| [62] | Kifle, A. A., & Olonisakin, F. (2023). The role of International Financial Institutions in conflict, recovery, and transitions in Africa: a focus on Ethiopia and Sudan. China International Strategy Review, 5(2), 293–312. https://doi.org/10.1007/s42533-023-00140-7 |
| [102] | Woldesenbet, E., Gebreluel, G., & Bedasso, B. (2022). Economic Development and Political Violence in Ethiopia. SSRN Electronic Journal, May. https://doi.org/10.2139/ssrn.4113502 |
[62, 102]
. The presence or absence of political stability influences both the safety of staff and the continuity of projects.. In unstable political climates, such as during periods of civil unrest or election-related tensions, operational activities can be disrupted, delaying or halting project implementation
| [38] | Fkun, E., Yusuf, M., Rukmana, A. Y., Putri, Z. F., & Harahap, M. A. K. (2023). Entrepreneurial Ecosystem: Interaction between Government Policy, Funding and Networks (Study on Entrepreneurship in West Java). Jurnal Ekonomi Dan Kewirausahaan West Science, 1(02), 77–88. https://doi.org/10.58812/jekws.v1i02.248 |
[38]
. From a strategic marketing perspective, World Vision needs to adapt its communications to address these disruptions
| [1] | Abate, G. K. (2024). Civil War Induced Human and Economic Crises in Northeastern Ethiopia from 2020-2022. Electronic Research Journal of Social Sciences and Humanities, 5(2). |
[1]
. By portraying its work as responsive and adaptable, World Vision can reassure stakeholders that it is well equipped to handle the challenges posed by political turmoil
| [38] | Fkun, E., Yusuf, M., Rukmana, A. Y., Putri, Z. F., & Harahap, M. A. K. (2023). Entrepreneurial Ecosystem: Interaction between Government Policy, Funding and Networks (Study on Entrepreneurship in West Java). Jurnal Ekonomi Dan Kewirausahaan West Science, 1(02), 77–88. https://doi.org/10.58812/jekws.v1i02.248 |
[38]
. In the event of instability, the organization may emphasize its crisis management capabilities, emergency relief interventions, and resilience efforts in its marketing campaigns
| [54] | Ildephonse, N., Leopord, H., & Ferdinand, H. (2024). Contribution of Non Governmental Organisations Projects Intervention on Social Economic Growth in Rural Areas. A Case of World Vision Rwanda 2019-2022 Kivuruga Sector, Gakenke Disrtict, Northern Rwanda. International Journal for Multidisciplinary Research (IJFMR), 6(3), 1–15. www.ijfmr.com |
[54]
. These adjustments are crucial to preserving donor confidence and securing continued funding, despite the challenges posed by political instability
| [54] | Ildephonse, N., Leopord, H., & Ferdinand, H. (2024). Contribution of Non Governmental Organisations Projects Intervention on Social Economic Growth in Rural Areas. A Case of World Vision Rwanda 2019-2022 Kivuruga Sector, Gakenke Disrtict, Northern Rwanda. International Journal for Multidisciplinary Research (IJFMR), 6(3), 1–15. www.ijfmr.com |
[54]
.
4.1.3. International Relations and Donor Influences
In such circumstances, strategic marketing strategies sometimes entail shifting focus towards establishing ties with alternate financing sources, such as private foundations or local businesses
| [41] | Galiano-Coronil, A., Alcedo-Velázquez, M. Y., Blanco-Moreno, S., & Tobar Pesántez, L. B. (2024). Comparison and positioning of NGOs aimed at children from the perspective of social marketing on Twitter. Humanities and Social Sciences Communications, 11(1), 1–16. https://doi.org/10.1057/s41599-024-02611-7 |
[41]
. This may also involve stressing World Vision’s locally led projects and partnerships with Ethiopian government institutions to indicate that the organization is rooted in the local political and economic scene
| [91] | Sande Lie, J. H. (2024). In the name of development? The moral economy of a private sector–NGO partnership in Ethiopia. Critical African Studies, 16(1), 90–107. https://doi.org/10.1080/21681392.2022.2076706 |
| [103] | Woldie, M., Yitbarek, K., & Dinsa, G. D. (2022). Resource Mobilisation and Allocation for PrimaryHealth Care: Lessons from the Ethiopian Health System. Health Services Management, April. |
[91, 103]
. Political considerations therefore affect the organization's operational efficacy as well as how it presents itself to possible donors
| [102] | Woldesenbet, E., Gebreluel, G., & Bedasso, B. (2022). Economic Development and Political Violence in Ethiopia. SSRN Electronic Journal, May. https://doi.org/10.2139/ssrn.4113502 |
[102]
.
4.1.4. Political Influence on Public Perception and Stakeholder Engagement
Public perception is deeply shaped by the political environment, and this directly affects World Vision’s marketing strategies
. Political factors can influence how the organization is viewed by various stakeholders, including local communities, government agencies, donors, and international partners
| [102] | Woldesenbet, E., Gebreluel, G., & Bedasso, B. (2022). Economic Development and Political Violence in Ethiopia. SSRN Electronic Journal, May. https://doi.org/10.2139/ssrn.4113502 |
[102]
. During periods of political polarization or unrest, World Vision must carefully manage its public relations to maintain its image as a neutral and non-partisan actor
. In the context of strategic marketing, World Vision often emphasizes its humanitarian values, such as neutrality, impartiality, and independence, in order to appeal to a wide range of stakeholders
. Marketing campaigns may focus on the organization’s commitment to serving vulnerable populations, regardless of political affiliation, which enhances its credibility and ensures its programs are not perceived as politically motivated
. Furthermore, these marketing messages are designed to foster trust and engagement with both local communities and political actors, which is critical for successful program implementation
| [41] | Galiano-Coronil, A., Alcedo-Velázquez, M. Y., Blanco-Moreno, S., & Tobar Pesántez, L. B. (2024). Comparison and positioning of NGOs aimed at children from the perspective of social marketing on Twitter. Humanities and Social Sciences Communications, 11(1), 1–16. https://doi.org/10.1057/s41599-024-02611-7 |
[41]
.
4.1.5. Advocacy and Policy Influence
When political conditions are more conducive to World Vision's advocacy objectives, the organization can utilize its marketing efforts to emphasize how its programs align with governmental agendas
| [1] | Abate, G. K. (2024). Civil War Induced Human and Economic Crises in Northeastern Ethiopia from 2020-2022. Electronic Research Journal of Social Sciences and Humanities, 5(2). |
[1]
. However, in less favorable political environments, World Vision's marketing may change to focus on emergency aid and crisis assistance while still advocating for long-term policy changes
| [38] | Fkun, E., Yusuf, M., Rukmana, A. Y., Putri, Z. F., & Harahap, M. A. K. (2023). Entrepreneurial Ecosystem: Interaction between Government Policy, Funding and Networks (Study on Entrepreneurship in West Java). Jurnal Ekonomi Dan Kewirausahaan West Science, 1(02), 77–88. https://doi.org/10.58812/jekws.v1i02.248 |
[38]
. WVE’s strategic marketing choices and operational efficacy are greatly influenced by political situations
| [41] | Galiano-Coronil, A., Alcedo-Velázquez, M. Y., Blanco-Moreno, S., & Tobar Pesántez, L. B. (2024). Comparison and positioning of NGOs aimed at children from the perspective of social marketing on Twitter. Humanities and Social Sciences Communications, 11(1), 1–16. https://doi.org/10.1057/s41599-024-02611-7 |
| [48] | Hando, F. H., & Dinkisa, D. K. (2022). Are grassroots Non-governmental organization actors policies pro-poor? Questioning inclusive beneficiary targeting and people-centred policy rhetoric in Ethiopia. International NGO Journal, 17(1), 1–11. https://doi.org/10.5897/ingoj2022.0361 |
| [102] | Woldesenbet, E., Gebreluel, G., & Bedasso, B. (2022). Economic Development and Political Violence in Ethiopia. SSRN Electronic Journal, May. https://doi.org/10.2139/ssrn.4113502 |
[41, 48, 102]
. These components have a huge impact on how World Vision positions itself and engages with stakeholders, from negotiating laws and regulations to navigating the repercussions of political stability and donor relations
. Strategic marketing decisions are closely aligned with the political environment, and the organization must continually adapt its messaging and engagement strategies to maintain trust, secure funding, and ensure the success of its rural development programs
| [59] | Kant, S., Fisseha Dejene, & Gezu Garuma. (2023). Is Marketing Strategies and Business Sustainability are mediated through Entrepreneurial Innovation in Ethiopia? Journal of Social Sciences and Management Studies, 2(2), 13–22. https://doi.org/10.56556/jssms.v2i2.489 |
| [100] | Webster, S. W., & Albertson, B. (2022). Emotion and Politics: Noncognitive Psychological Biases in Public Opinion. Annual Review of Political Science, 25, 401–418. https://doi.org/10.1146/annurev-polisci-051120-105353 |
[59, 100]
.. By understanding and responding to political dynamics, WVE can continue to effectively carry out its mission and promote positive change in the communities it serves
.
4.2. Economic Factor
Economic factors play a significant role in shaping the operational effectiveness and strategic marketing decisions of WVE, particularly in its efforts to implement rural development programs
| [77] | Middleton, G. H., & Lee, H. T. (2020). Non-profit organization’s innovative donor management-the identification of salient factors that drive donor loyalty. Asia Pacific Journal of Innovation and Entrepreneurship, 14(1), 93–106. https://doi.org/10.1108/apjie-01-2020-0010 |
[77]
. Economic conditions, including economic constraints and resources allocation, income inequality and beneficiary needs, exchanges rates and funding, overall economic growth, development opportunities, economic crisis and crisis response directly affect both the resources available to World Vision for its programs and the broader socio-economic environment in which it operates
. These factors influence strategic marketing decisions such as fundraising, stakeholder engagement, and the design and delivery of development programs. The organization must continually adapt its marketing strategies to reflect these economic realities and ensure the effective delivery of services to marginalized communities
| [58] | Kant, S., Adula, M., Yadete, F. D., & Asefa, K. (2023). Entrepreneurial Innovation Mediating among Marketing Strategies and Venture Sustainability in Ethiopia’s. International Journal of Entrepreneurship, Business and Creative Economy, 3(2), 92–107. https://doi.org/10.31098/ijebce.v3i2.1062 |
| [115] | Zhang, Y. (2024). Analysis of Corporate Green Marketing Strategy Based on PESTLE Model : A Case Study of Starbucks. 17(2). |
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.
4.2.1. Economic Constraints and Resource Allocation
One of the key ways in which economic factors impact WVE is through the availability of resources for its programs
| [108] | World Vision Ethiopia. (2021). Major Technical Programmes. |
[108]
. Economic constraints, such as inflation and currency devaluation, can affect the purchasing power of both the organization and its beneficiaries
| [52] | Hordofa, D. F., & Badore, M. A. (2024). Assessing the impact of social, demographic, and economic factors on the economic empowerment of rural women in agricultural activities: a partial proportional odds model analysis in Dire Dawa Administration, Ethiopia. Environment, Development and Sustainability, 26(7), 17205–17235. https://doi.org/10.1007/s10668-023-03334-6 |
[52]
. When inflation rises, it reduces the value of funds received from donors, and program costs increase, creating a strain on operational effectiveness
. For World Vision, this means needing to prioritize resources more carefully, sometimes reducing the scope or scale of projects to stay within budgetary constraints
| [4] | Adugna, H., Dagne, Y. H., & Yadeta, H. A. (2020). Impact of Microfinance on Economic Empowerment of Women in Oromia Credit and Saving Share Company (OCSSCO) Ada’a District of Oromia Region, Ethiopia. Ethiopia International Journal of Management, 10(07), 2249–0558. |
[4]
. Strategically, these financial limitations force WVE to adopt marketing strategies that emphasize cost-efficiency, impact, and sustainability
| [8] | Anong Lomoro Muras, S., Jonas Yawovi Dzinekou, B., & Gacheru Kimani, E. (2021). The Effectiveness of Non-Governmental Organizations in Economic Empowerment of Vulnerable Groups in Juba, South Sudan: A Case of World Vision. Journal of Research Innovations and Implications in Education, 5(3), 208–214. www.jriiejournal.com |
[8]
. The organization may highlight its ability to deliver quality services on a limited budget or focus on its innovative solutions to maximize the impact of every dollar spent
| [116] | Zikargae, M. H., Woldearegay, A. G., & Skjerdal, T. (2022). Empowering rural society through non-formal environmental education: An empirical study of environment and forest development community projects in Ethiopia. Heliyon, 8(3), e09127. https://doi.org/10.1016/j.heliyon.2022.e09127 |
[116]
. Additionally, during periods of economic hardship, World Vision often emphasizes the importance of continued donor support, leveraging strategic marketing to appeal to both international and local sources of funding, emphasizing the role of philanthropic giving in times of economic instability
.
4.2.2. Income Inequality and Beneficiary Needs
Income inequality is another significant economic factor that influences WVE’s operational decisions and marketing strategies
| [4] | Adugna, H., Dagne, Y. H., & Yadeta, H. A. (2020). Impact of Microfinance on Economic Empowerment of Women in Oromia Credit and Saving Share Company (OCSSCO) Ada’a District of Oromia Region, Ethiopia. Ethiopia International Journal of Management, 10(07), 2249–0558. |
[4]
. Ethiopia, like many other developing countries, experiences pronounced disparities in income, particularly in rural areas
| [32] | Dula, T., Yasin, J., Meseret, H., & Seyoum, A. (2023). Determinants of inequalities in welfare among households in Ethiopia: A comparative study of urban and rural Ethiopia. Cogent Economics and Finance, 11(2). https://doi.org/10.1080/23322039.2023.2290371 |
[32]
. These disparities shape the types of programs World Vision offers, as the organization must focus on addressing the specific needs of impoverished communities
| [4] | Adugna, H., Dagne, Y. H., & Yadeta, H. A. (2020). Impact of Microfinance on Economic Empowerment of Women in Oromia Credit and Saving Share Company (OCSSCO) Ada’a District of Oromia Region, Ethiopia. Ethiopia International Journal of Management, 10(07), 2249–0558. |
[4]
.
The gap between urban and rural areas in terms of access to resources, healthcare, and education often means that World Vision’s programs need to be tailored to meet the basic needs of those most affected by poverty
| [66] | Lasisi Salami, L., L., Musa, A., A., Chris., A., C., Davey, G., Jafaar, A., U., Udoyen, U., Ali, I., I., Iheanacho, T., Nasir., M. S. (2023). Digital Health Inclusion: A Pilot Study of Health Services Deployment Using Communications Satellite for the Underserved in Nigeria. Journal of Biomedical Engineering and Medical Imaging, 10(3). https://doi.org/10.14738/bjhmr.103.14715 |
[66]
. This includes targeting specific interventions in nutrition, education, and healthcare that address the direct impact of low income on community well-being
| [106] | World Vision Ethiopia. (2020a). 2016-2020 WVE Report. |
[106]
. In terms of strategic marketing, WVE is often compelled to focus its messaging on social justice, equity, and alleviating poverty. Marketing strategies that highlight the economic challenges faced by rural communities resonate well with donors who are motivated to contribute to long-term economic development
| [57] | Kant, S. (2023). Meta Analysis of Marketing Innovation on Firm’s Performance of Small & Medium Enterprises with the Moderating effect of Government Support Program: In case of Selected Sub-Cities of Addis Ababa, Ethiopia. OPSearch: American Journal of Open Research, 2(2), 152–164. https://doi.org/10.58811/opsearch.v2i2.41 |
| [59] | Kant, S., Fisseha Dejene, & Gezu Garuma. (2023). Is Marketing Strategies and Business Sustainability are mediated through Entrepreneurial Innovation in Ethiopia? Journal of Social Sciences and Management Studies, 2(2), 13–22. https://doi.org/10.56556/jssms.v2i2.489 |
[57, 59]
. The organization’s ability to frame its work as addressing these disparities is vital for attracting financial support and engaging the public. World Vision’s communication also focuses on showing how donations contribute to sustainable development in economically disadvantaged areas, thus motivating a continued flow of support
| [3] | Abiddin, N. Z., Ibrahim, I., & Aziz, S. A. A. (2022). Non-Governmental Organisations (NGOs) and Their Part towards Sustainable Community Development. Sustainability (Switzerland), 14(8). https://doi.org/10.3390/su14084386 |
| [26] | Dadu, T. Z., Njeri, I., & Kemunto, A. (2024). Grant management practices and financial sustainability among Non-Governmental Organizations in Taita-Taveta County: A Case of World Vision Kenya. International Academic Journal of Economics and Finance, 4(2), 104–140. |
[3, 26]
.
4.2.3. Exchange Rates and Funding Impact
The fluctuation of exchange rates is another economic factor that affects WVE’s operational effectiveness and strategic marketing decisions
. As the Ethiopian Birr experiences volatility against major currencies, the value of international donations in local terms can fluctuate, impacting the amount of aid available for program implementation
. If the local currency depreciates, the organization’s capacity to purchase goods and services for its programs becomes more expensive, potentially leading to delays or adjustments in program implementation
| [88] | Ripley, M., Shamchiyeva, L., & Management, I. (2021). Promoting Economic Transformation through Market Systems Development. 2019(June 2019). |
[88]
. Strategically, World Vision must address this issue by diversifying its sources of funding and using exchange rate fluctuations as a key element of its marketing messages. This may include making donors aware of the impact of currency devaluation on the real value of their contributions
| [49] | Handoyo, S., Suharman, H., Ghani, E. K., & Soedarsono, S. (2023). c. Journal of Open Innovation: Technology, Market, and Complexity, 9(2), 100039. https://doi.org/10.1016/j.joitmc.2023.100039 |
[49]
.
To counteract the effects of economic volatility, World Vision may also adjust its fundraising strategies to appeal to local donors and emphasize the importance of supporting Ethiopian-led development efforts. This strategic marketing adaptation helps safeguard against the uncertainties introduced by exchange rate fluctuations
. On the other hand, the opposite of devaluation in currency becomes positive for WVE operational effectiveness, and the marketing strategies also have to be tailored.
4.2.4. Economic Growth and Development Opportunities
Economic growth in Ethiopia plays a critical role in shaping the scope of World Vision’s programming and its marketing strategies
| [52] | Hordofa, D. F., & Badore, M. A. (2024). Assessing the impact of social, demographic, and economic factors on the economic empowerment of rural women in agricultural activities: a partial proportional odds model analysis in Dire Dawa Administration, Ethiopia. Environment, Development and Sustainability, 26(7), 17205–17235. https://doi.org/10.1007/s10668-023-03334-6 |
[52]
. As Ethiopia continues to grow economically, there are more opportunities for World Vision to align its goals with national development priorities, such as improving infrastructure, increasing access to healthcare, and promoting sustainable agriculture
| [8] | Anong Lomoro Muras, S., Jonas Yawovi Dzinekou, B., & Gacheru Kimani, E. (2021). The Effectiveness of Non-Governmental Organizations in Economic Empowerment of Vulnerable Groups in Juba, South Sudan: A Case of World Vision. Journal of Research Innovations and Implications in Education, 5(3), 208–214. www.jriiejournal.com |
| [32] | Dula, T., Yasin, J., Meseret, H., & Seyoum, A. (2023). Determinants of inequalities in welfare among households in Ethiopia: A comparative study of urban and rural Ethiopia. Cogent Economics and Finance, 11(2). https://doi.org/10.1080/23322039.2023.2290371 |
[8, 32]
.
Economic growth also contributes to the expansion of the middle class, which in turn affects consumer behavior and philanthropic giving patterns. With the economic improvements in Ethiopia, WVE must adjust its marketing strategies to not only emphasize the need for continued support for the most vulnerable populations but also promote opportunities for partnerships with local businesses and government agencies
| [106] | World Vision Ethiopia. (2020a). 2016-2020 WVE Report. |
[106]
. In response to positive economic trends, World Vision might shift its marketing approach to focus on collaboration and local empowerment
. By positioning itself as a partner in Ethiopia’s broader economic development, World Vision can attract both local and international stakeholders who are interested in investing in long-term, sustainable solutions. The organization’s marketing strategy may emphasize shared goals of economic development and poverty reduction, framing World Vision’s work as an integral part of Ethiopia’s progress
| [58] | Kant, S., Adula, M., Yadete, F. D., & Asefa, K. (2023). Entrepreneurial Innovation Mediating among Marketing Strategies and Venture Sustainability in Ethiopia’s. International Journal of Entrepreneurship, Business and Creative Economy, 3(2), 92–107. https://doi.org/10.31098/ijebce.v3i2.1062 |
| [59] | Kant, S., Fisseha Dejene, & Gezu Garuma. (2023). Is Marketing Strategies and Business Sustainability are mediated through Entrepreneurial Innovation in Ethiopia? Journal of Social Sciences and Management Studies, 2(2), 13–22. https://doi.org/10.56556/jssms.v2i2.489 |
[58, 59]
.
4.2.5. Economic Crises and Crisis Response
In times of economic crises, such as economic recessions, inflationary periods, or food insecurity caused by droughts, WVE’s operational effectiveness can be severely tested
| [19] | Chanyalew, M. A., Yitayal, M., Atnafu, A., Mengiste, S. A., & Tilahun, B. (2022). The Effectiveness of the Capacity Building and Mentorship Program in Improving Evidence-Based Decision-making in the Amhara Region, Northwest Ethiopia: Difference-in-Differences Study. JMIR Medical Informatics, 10(4), 1–12. https://doi.org/10.2196/30518 |
| [77] | Middleton, G. H., & Lee, H. T. (2020). Non-profit organization’s innovative donor management-the identification of salient factors that drive donor loyalty. Asia Pacific Journal of Innovation and Entrepreneurship, 14(1), 93–106. https://doi.org/10.1108/apjie-01-2020-0010 |
[19, 77]
. Economic downturns can lead to increased poverty, higher unemployment rates, and food scarcity, which require World Vision to reallocate resources to meet urgent needs
| [54] | Ildephonse, N., Leopord, H., & Ferdinand, H. (2024). Contribution of Non Governmental Organisations Projects Intervention on Social Economic Growth in Rural Areas. A Case of World Vision Rwanda 2019-2022 Kivuruga Sector, Gakenke Disrtict, Northern Rwanda. International Journal for Multidisciplinary Research (IJFMR), 6(3), 1–15. www.ijfmr.com |
[54]
. In such times, the organization must adjust its marketing strategy to highlight its emergency response capabilities
. Messaging often focuses on the organization’s ability to provide immediate assistance and offer crisis relief, while also ensuring that long-term development goals remain intact. World Vision’s strategic marketing during an economic crisis often emphasizes the immediate impact of donor contributions in mitigating the effects of the crisis
| [110] | Wudad, A., Naser, S., & Lameso, L. (2021). The impact of improved road networks on marketing of vegetables and households’ income in Dedo district, Oromia regional state, Ethiopia. Heliyon, 7(10), e08173. https://doi.org/10.1016/j.heliyon.2021.e08173 |
[110]
. It focuses on generating support for relief efforts while reinforcing the importance of continued investment in long-term sustainable development programs
| [1] | Abate, G. K. (2024). Civil War Induced Human and Economic Crises in Northeastern Ethiopia from 2020-2022. Electronic Research Journal of Social Sciences and Humanities, 5(2). |
[1]
. Through such strategies, World Vision adapts its marketing to the economic environment while ensuring operational effectiveness remains a priority
| [88] | Ripley, M., Shamchiyeva, L., & Management, I. (2021). Promoting Economic Transformation through Market Systems Development. 2019(June 2019). |
| [109] | World Vision Ethiopia. (2022). WORLD VISION ETHIOPIA FY22 Annual Report. https://www.wvi.org/sites/default/files/2023-10/FY22 |
[88, 109]
. The organization must continue to be flexible in its approach to program delivery and stakeholder engagement due to shifting economic conditions, such as inflation, income inequality, exchange rates, and economic growth
| [59] | Kant, S., Fisseha Dejene, & Gezu Garuma. (2023). Is Marketing Strategies and Business Sustainability are mediated through Entrepreneurial Innovation in Ethiopia? Journal of Social Sciences and Management Studies, 2(2), 13–22. https://doi.org/10.56556/jssms.v2i2.489 |
[59]
. World Vision can continue to function efficiently while making sure that its initiatives are meaningful and relevant by modifying its marketing methods to take into account these economic realities
. For its rural development projects to be successful, the organization must be able to obtain funds, interact with stakeholders, and modify its messaging in light of the current economic climate
| [57] | Kant, S. (2023). Meta Analysis of Marketing Innovation on Firm’s Performance of Small & Medium Enterprises with the Moderating effect of Government Support Program: In case of Selected Sub-Cities of Addis Ababa, Ethiopia. OPSearch: American Journal of Open Research, 2(2), 152–164. https://doi.org/10.58811/opsearch.v2i2.41 |
[57]
.
4.3. Social Factor
4.3.1. Cultural Sensitivity and Program Adaptation
One of the key social factors affecting WVE’s operations is cultural diversity. Ethiopia is a multi-ethnic and multi-lingual country, with various communities possessing distinct customs, beliefs, and social practices
| [37] | Fasiha, F., Erwin, E., & Musdalifah, U. (2024). The Role of Entrepreneurial Culture in Improving the Performance of Micro, Small and Medium Enterprises in Yogyakarta. Hasanuddin Economics and Business Review, 7(3), 103. https://doi.org/10.26487/hebr.v7i3.5172 |
[37]
. These cultural differences significantly influence how World Vision designs and implements its rural development programs. In some regions, traditional gender roles may limit women's access to education, healthcare, and economic opportunities
| [76] | Melese, K. B., & Belda, T. H. (2021). Determinants of tourism product development in southeast Ethiopia: Marketing perspectives. Sustainability (Switzerland), 13(23), 1–21. https://doi.org/10.3390/su132313263 |
[76]
. To address these barriers, World Vision must develop culturally appropriate programs that respect local traditions while promoting social change
| [19] | Chanyalew, M. A., Yitayal, M., Atnafu, A., Mengiste, S. A., & Tilahun, B. (2022). The Effectiveness of the Capacity Building and Mentorship Program in Improving Evidence-Based Decision-making in the Amhara Region, Northwest Ethiopia: Difference-in-Differences Study. JMIR Medical Informatics, 10(4), 1–12. https://doi.org/10.2196/30518 |
[19]
.
Strategically, these cultural factors influence World Vision's marketing decisions, as the organization must tailor its messaging to align with local values and beliefs. Marketing campaigns that emphasize inclusivity, gender equality, and community empowerment are more likely to resonate with both local communities and international donors
| [37] | Fasiha, F., Erwin, E., & Musdalifah, U. (2024). The Role of Entrepreneurial Culture in Improving the Performance of Micro, Small and Medium Enterprises in Yogyakarta. Hasanuddin Economics and Business Review, 7(3), 103. https://doi.org/10.26487/hebr.v7i3.5172 |
| [57] | Kant, S. (2023). Meta Analysis of Marketing Innovation on Firm’s Performance of Small & Medium Enterprises with the Moderating effect of Government Support Program: In case of Selected Sub-Cities of Addis Ababa, Ethiopia. OPSearch: American Journal of Open Research, 2(2), 152–164. https://doi.org/10.58811/opsearch.v2i2.41 |
[37, 57]
. WVE’s ability to adapt its communication strategies to local customs ensures that its development initiatives are not only operationally effective but also socially accepted. This cultural adaptation strengthens the organization's credibility and helps foster a deeper connection with its stakeholders
| [116] | Zikargae, M. H., Woldearegay, A. G., & Skjerdal, T. (2022). Empowering rural society through non-formal environmental education: An empirical study of environment and forest development community projects in Ethiopia. Heliyon, 8(3), e09127. https://doi.org/10.1016/j.heliyon.2022.e09127 |
[116]
.
4.3.2. Social Mobility and Economic Opportunities
These cultural considerations have a strategic impact on World Vision's marketing choices since the company needs to modify its messaging to conform to regional values and beliefs
| [21] | Clark-Ginsberg, A., Balagna, J., Nam, C. S., Casagrande, M., & Wilkinson, O. (2022). Humanitarian policymaking as networked governance: social network analysis of the Global Compact on Refugees. Journal of International Humanitarian Action, 7(1), 1–13. https://doi.org/10.1186/s41018-022-00130-1 |
[21]
. International funders and local communities are more likely to respond favorably to marketing initiatives that highlight gender equality, inclusivity, and community empowerment
| [37] | Fasiha, F., Erwin, E., & Musdalifah, U. (2024). The Role of Entrepreneurial Culture in Improving the Performance of Micro, Small and Medium Enterprises in Yogyakarta. Hasanuddin Economics and Business Review, 7(3), 103. https://doi.org/10.26487/hebr.v7i3.5172 |
| [57] | Kant, S. (2023). Meta Analysis of Marketing Innovation on Firm’s Performance of Small & Medium Enterprises with the Moderating effect of Government Support Program: In case of Selected Sub-Cities of Addis Ababa, Ethiopia. OPSearch: American Journal of Open Research, 2(2), 152–164. https://doi.org/10.58811/opsearch.v2i2.41 |
[37, 57]
. Global Vision Ethiopia's capacity to modify its communication tactics in accordance with regional traditions guarantees that its development projects are both socially and operationally acceptable. This cultural adaptation strengthens the organization's credibility and helps foster a deeper connection with its stakeholders
| [45] | Grusky, D. B. (2022). Trends in social mobility depend on the competition between status and money. Proceedings of the National Academy of Sciences of the United States of America, 119(11), 1–3. https://doi.org/10.1073/pnas.2200687119 |
[45]
.
From a marketing perspective, highlighting the impact of educational and livelihood programs on social mobility plays a key role in attracting donors and building support for such initiatives
| [105] | World Vision Ethiopia (2024). Conflict affected areas of Lebanon People Reached Emergency Response in LEBANON. |
[105]
. By emphasizing how their contributions are facilitating long-term positive change in communities, World Vision can engage stakeholders who are passionate about social justice and economic empowerment
. Marketing campaigns that focus on success stories of individuals or communities that have benefited from World Vision’s programs also help to strengthen the emotional appeal of their fundraising efforts
| [46] | Guo, Qingyu; Zhou, Siyuan; Wu, Yifeng; Peng, Zhenhui; Ma, X. (2022). Understanding and Modeling Viewers’ First Impressions with Images in Online Medical Crowdfunding Campaigns (pp. 1–20). |
| [81] | Neidhöfer, G., Ciaschi, M., Gasparini, L., & Serrano, J. (2024). Social mobility and economic development. In Journal of Economic Growth (Vol. 29, Issue 2). Springer US. https://doi.org/10.1007/s10887-023-09234-8 |
[46, 81]
.
4.3.3. Demographic Trends and Targeting Strategy
Ethiopia's demographics have a big impact on how World Vision Ethiopia designs and targets its programs
| [114] | Zeleke, G., Dejene, T., Tadesse, W., Agúndez, D., & Martín-Pinto, P. (2020). Ethnomycological knowledge of three ethnic groups in Ethiopia. Forests, 11(8), 1–18. https://doi.org/10.3390/f11080875 |
[114]
. Since a lot of the population is young and rural, World Vision needs to concentrate on programs that address the needs of children and youth, like healthcare, education, and nutrition
| [49] | Handoyo, S., Suharman, H., Ghani, E. K., & Soedarsono, S. (2023). c. Journal of Open Innovation: Technology, Market, and Complexity, 9(2), 100039. https://doi.org/10.1016/j.joitmc.2023.100039 |
| [77] | Middleton, G. H., & Lee, H. T. (2020). Non-profit organization’s innovative donor management-the identification of salient factors that drive donor loyalty. Asia Pacific Journal of Innovation and Entrepreneurship, 14(1), 93–106. https://doi.org/10.1108/apjie-01-2020-0010 |
[49, 77]
. Additionally, the country's rapid population growth and urbanization trends present opportunities and challenges for efforts to develop rural areas
| [88] | Ripley, M., Shamchiyeva, L., & Management, I. (2021). Promoting Economic Transformation through Market Systems Development. 2019(June 2019). |
[88]
. As more people move to cities in search of better opportunities, World Vision must evaluate how these demographic shifts affect the demand for its programs in rural areas
| [106] | World Vision Ethiopia. (2020a). 2016-2020 WVE Report. |
[106]
. Understanding these demographic changes helps WVE create targeted marketing efforts
| [103] | Woldie, M., Yitbarek, K., & Dinsa, G. D. (2022). Resource Mobilisation and Allocation for PrimaryHealth Care: Lessons from the Ethiopian Health System. Health Services Management, April. |
[103]
. For instance, the organization can attract younger contributors who are inspired by the prospect of influencing Ethiopia's youth's future by emphasizing youth-centered activities
| [106] | World Vision Ethiopia. (2020a). 2016-2020 WVE Report. |
[106]
. Furthermore, marketing that highlights the challenges faced by rural communities, combined with the promise of a better future through education and social services, resonates strongly with international donors and local philanthropists who are committed to improving the lives of future generations
| [96] | Uddin, M., Sarker, M., Mukta, Z., Rana, M. M., & Liza, N. (2021). Assessment of Rural Women’s Access to Nutritional Programmes in Jamalpur District of Rural Bangladesh: A Comparative Study between World Vision Beneficiaries and Non-Beneficiaries. 11(3), 151–162. |
[96]
.
4.3.4. Health and Social Well-Being
In Ethiopia, particularly in rural regions, health issues include the prevalence of diseases like HIV/AIDS, malaria, and malnutrition, which continue to be major socioeconomic difficulties. Because they frequently prevent people from participating in educational or revenue-generating activities, these health-related problems have a direct impact on the operational efficacy of World Vision's initiatives
| [67] | Leight, J., Gilligan, D. O., Mulford, M., Taffesse, A. S., & Tambet, H. (2024). Aspiring to more? New evidence on the effect of light-touch aspirations interventions in rural Ethiopia. Journal of Development Effectiveness, 16(4), 485–498. https://doi.org/10.1080/19439342.2024.2334214 |
[67]
. In response, WVE gives priority to health Programs that deal with illness prevention and treatment, sanitation, and nutrition
| [96] | Uddin, M., Sarker, M., Mukta, Z., Rana, M. M., & Liza, N. (2021). Assessment of Rural Women’s Access to Nutritional Programmes in Jamalpur District of Rural Bangladesh: A Comparative Study between World Vision Beneficiaries and Non-Beneficiaries. 11(3), 151–162. |
[96]
. In order for communities to be healthy enough to gain from other development initiatives, these actions are essential
.
In order to promote community development, World Vision needs to strategically employ marketing to highlight the value of enhancing health
. This entails emphasizing the ways in which donations support activities that save lives, like the supply of clean water, medical treatment, and nutrition initiatives
| [108] | World Vision Ethiopia. (2021). Major Technical Programmes. |
[108]
. WVE can increase its fundraising efforts and gain the trust of stakeholders who consider public health to be a fundamental human right by establishing itself as an organization that not only responds to urgent medical needs but also seeks to avert future health emergencies
| [46] | Guo, Qingyu; Zhou, Siyuan; Wu, Yifeng; Peng, Zhenhui; Ma, X. (2022). Understanding and Modeling Viewers’ First Impressions with Images in Online Medical Crowdfunding Campaigns (pp. 1–20). |
[46]
.
4.3.5. Community Engagement and Social Capital
Social capital, or the networks of relationships and trust within communities, plays a crucial role in the success of WVE’s programs. Rural communities in Ethiopia often operate based on traditional social structures that emphasize mutual support, collective responsibility, and solidarity. World Vision leverages these existing community structures by working with local leaders and institutions to ensure the success of its Programs. This community involvement not only facilitates the efficient delivery of services but also enhances the sustainability of programs by ensuring that local people are invested in the outcomes
| [40] | Fuseini, M. N., Sulemana, M., Abdulai, I. A., Ibrahim, M. G., & Azure, E. (2022). Role of non-governmental organizations in poverty reduction in the global South: evidence from world vision Ghana, Kintampo South district. SN Social Sciences, 2(11), 1–25. https://doi.org/10.1007/s43545-022-00545-y |
[40]
. In terms of strategic marketing, emphasizing World Vision’s approach to community-based development enhances its appeal to donors who are interested in sustainable, locally driven change.
World Vision can demonstrate how well its programs empower communities and promote long-term development by highlighting its collaborations with local leaders and community members. Gaining the continued support of both domestic and foreign stakeholders requires credibility and trust, which are developed by this community-centered marketing strategy
| [14] | Beyene, K. A. (2024). Role of Ngo in Social Development : the Case of Compassion International Assisted Project, Enchine Town,. 11(2), 33–47. |
[14]
. Social factors significantly influence both the operational effectiveness and strategic marketing decisions of WVE. From cultural sensitivities to demographic trends, health conditions, and community engagement, these social factors shape how World Vision designs and implements its programs. Understanding and addressing the social dynamics of rural Ethiopia is crucial for World Vision’s ability to deliver meaningful impact and secure the support of donors. WVE makes sure that its programs are appealing to both local communities and foreign supporters by coordinating its marketing strategies with the social realities of its target populations. This increases the organization's overall efficacy in fulfilling its mission of enhancing the well-being of vulnerable populations.
| [48] | Hando, F. H., & Dinkisa, D. K. (2022). Are grassroots Non-governmental organization actors policies pro-poor? Questioning inclusive beneficiary targeting and people-centred policy rhetoric in Ethiopia. International NGO Journal, 17(1), 1–11. https://doi.org/10.5897/ingoj2022.0361 |
[48]
.
4.4. Technological Factor
Particularly when it comes to rural development initiatives, WVE’s strategic marketing choices and operational efficacy are greatly influenced by technological considerations
| [74] | Massresha, S. E., Lema, T. Z., Neway, M. M., & Degu, W. A. (2021). Perception and determinants of agricultural technology adoption in North Shoa Zone, Amhara Regional State, Ethiopia. Cogent Economics and Finance, 9(1). https://doi.org/10.1080/23322039.2021.1956774 |
[74]
. Technological developments present chances for improved program delivery, more effective use of resources, and creative outreach and communication strategies
| [34] | Dyah Fransisca, V. (2023). Mengintegrasikan Sistem Teknologi dalam Manajemen Sarana dan Prasarana untuk Pendidikan yang lebih Modern. Proceedings Series of Educational Studies, 1(1), 425–432. |
[34]
. These characteristics also determine how WVE communicates with both local people and international stakeholders
| [112] | Yimer, G., Gebreyes, W., Havelaar, A., Yousuf, J., McKune, S., Mohammed, A., & O’Mathúna, D. (2020). Community engagement and building trust to resolve ethical challenges during humanitarian crises: Experience from the CAGED study. Conflict and Health, 14(1), 10–15. https://doi.org/10.1186/s13031-020-00313-w |
[112]
. Understanding the significance of technology in operational and strategic contexts is vital for World Vision as it works to improve its effect, particularly in the areas of health, education, and community development
| [75] | Mekuria, W., Haileslassie, A., Tengberg, A., & Zazu, C. (2021). Stakeholders interest and influence and their interactions in managing natural resources in Lake Hawassa catchment, Ethiopia. Ecosystems and People, 17(1), 87–107. https://doi.org/10.1080/26395916.2021.1894238 |
[75]
.
4.4.1. Technology in Program Delivery and Operational Efficiency
Technological advancements play a significant role in improving the operational effectiveness of WVE’s rural development programs. The use of digital tools, mobile applications, and data management systems has enabled the organization to streamline operations, collect real-time data, and monitor the progress of development projects
. This technological shift not only enhances operational efficiency but also ensures that resources are allocated effectively and interventions are adjusted based on up-to-date information.
Additionally, technology makes it easier for the organization to deliver vital services like water and sanitation initiatives, agricultural assistance, and health education to far-flung locations. WVE can contact communities who might be hard to reach otherwise, especially in rural areas with poor infrastructure, thanks to digital platforms
| [41] | Galiano-Coronil, A., Alcedo-Velázquez, M. Y., Blanco-Moreno, S., & Tobar Pesántez, L. B. (2024). Comparison and positioning of NGOs aimed at children from the perspective of social marketing on Twitter. Humanities and Social Sciences Communications, 11(1), 1–16. https://doi.org/10.1057/s41599-024-02611-7 |
[41]
. As a result, World Vision's ability to execute programs on schedule and within budget is greatly aided by technological factors, which also improve overall operational effectiveness.
4.4.2. Technological Innovation in Strategic Marketing
Technology developments also give WVE the chance to increase its visibility and interaction with stakeholders, especially donors and local communities, from the standpoint of strategic marketing
| [75] | Mekuria, W., Haileslassie, A., Tengberg, A., & Zazu, C. (2021). Stakeholders interest and influence and their interactions in managing natural resources in Lake Hawassa catchment, Ethiopia. Ecosystems and People, 17(1), 87–107. https://doi.org/10.1080/26395916.2021.1894238 |
[75]
. By sharing tales of impact, achievement, and advancement, World Vision has been able to reach a wider audience both domestically and abroad thanks to the growth of digital marketing and social media platforms
| [27] | Demamu, A. Y. (2020). Towards effective models and enforcement of corporate social responsibility in ethiopia. Mizan Law Review, 14(2), 276–309. https://doi.org/10.4314/mlr.v14i2.4 |
[27]
. Through digital storytelling and online campaigns, WVE can engage with potential donors, raise awareness of its programs, and cultivate a loyal supporter base
| [85] | Philips, V. (2022). Digital Marketing in Nonprofits Organization: Digital Marketing in Nonprofits Organization: Essential Techniques for the New Era Essential Techniques for the New Era. School of Leadership and Education Sciences: Faculty Scholarship. |
[85]
. Platforms such as Facebook, and telegram allow the organization to showcase its activities and impact in real time, helping to build trust and credibility with key audiences
.
Additionally, data analytics and customer relationship management (CRM) systems provide World Vision with valuable insights into donor preferences and engagement patterns. These insights enable the organization to tailor its marketing strategies, personalize communication with donors, and create targeted campaigns that resonate with different stakeholder segments. By using technology to refine its marketing efforts, WVE can improve its fundraising capacity, attract new donors, and maintain the engagement of existing ones
| [53] | Hunduma, C. M., & Mekuria, Y. S. (2023). Constraints Hindering ICT Integration in Ethiopian Public Secondary Schools: A Literature Review. International Journal of Membrane Science and Technology, 10(2), 691–702. https://doi.org/10.15379/ijmst.v10i2.1271 |
[53]
.
4.4.3. Technology and Innovation in Communication and Stakeholder Engagement
Another significant way in which technology influences WVE’s strategic marketing decisions is through enhanced communication and stakeholder engagement
| [10] | Asale, A., Kassie, M., Abro, Z., Enchalew, B., Belay, A., Sangoro, P. O., Tchouassi, D. P., & Mutero, C. M. (2022). The combined impact of LLINs, house screening, and pull-push technology for improved malaria control and livelihoods in rural Ethiopia: study protocol for household randomised controlled trial. BMC Public Health, 22(1), 1–14. https://doi.org/10.1186/s12889-022-12919-1 |
[10]
. Technology allows for more effective communication with stakeholders, from local communities to global partners and donors
| [69] | Li, J. (2022). An Examination of the Simulated Case of Electrical Motors Company through Modern Business Strategic Analysis. Proceedings of the 2022 7th International Conference on Financial Innovation and Economic Development (ICFIED 2022), 648(Icfied), 491–495. https://doi.org/10.2991/aebmr.k.220307.079 |
[69]
. Through the use of video conferencing, webinars, and virtual meetings, WVE can maintain continuous dialogue with partners, share updates on project progress, and discuss new opportunities for collaboration
. This level of engagement is particularly important for international donors who may be located far from the program sites but still want to monitor the impact of their contributions.
The integration of technology in communication also strengthens WVE’s advocacy efforts
| [9] | Argyroudis, S. A., Mitoulis, S. A., Chatzi, E., Baker, J. W., Brilakis, I., Gkoumas, K., Vousdoukas, M., Hynes, W., Carluccio, S., Keou, O., Frangopol, D. M., & Linkov, I. (2022). Digital technologies can enhance climate resilience of critical infrastructure. Climate Risk Management, 35. https://doi.org/10.1016/j.crm.2021.100387 |
[9]
. By leveraging multimedia content, including videos, infographics, and social media posts, the organization can amplify its voice and raise awareness about critical issues such as child protection, education, and climate change. These tools allow for a more dynamic and interactive approach to marketing, which can significantly increase the visibility of World Vision’s mission and the impact of its work
| [27] | Demamu, A. Y. (2020). Towards effective models and enforcement of corporate social responsibility in ethiopia. Mizan Law Review, 14(2), 276–309. https://doi.org/10.4314/mlr.v14i2.4 |
[27]
.
4.4.4. Impact on Donor Expectations and Strategic Response
Technological factors also influence donor expectations, which in turn affect WVE strategic marketing decisions
| [85] | Philips, V. (2022). Digital Marketing in Nonprofits Organization: Digital Marketing in Nonprofits Organization: Essential Techniques for the New Era Essential Techniques for the New Era. School of Leadership and Education Sciences: Faculty Scholarship. |
[85]
. In an era of digital transformation, donors increasingly expect transparency, accountability, and real-time reporting on how their funds are being used. Technologies such as block chain and mobile apps that track donations can help meet these expectations by offering a transparent view of how donations are being allocated and utilized on the ground
| [22] | Clopath, C., De Winne, R., Khan, M. E., & Margutti, J. (2024). Report from Dagstuhl Seminar 24082 AI for Social Good. Dagstuhl Reports, 14(2), 182–189. https://doi.org/10.4230/DagRep.14.2.182 |
[22]
. By embracing such technologies, WVE can build trust and enhance its reputation among donors, which is crucial for securing continued support and funding for its programs. Additionally, as technology evolves, so do the platforms and methods through which WVE can raise awareness and fundraise
| [74] | Massresha, S. E., Lema, T. Z., Neway, M. M., & Degu, W. A. (2021). Perception and determinants of agricultural technology adoption in North Shoa Zone, Amhara Regional State, Ethiopia. Cogent Economics and Finance, 9(1). https://doi.org/10.1080/23322039.2021.1956774 |
[74]
. Crowdfunding platforms, for instance, give World Vision access to a wider range of small, individual donors and create a new avenue for astute marketing. By using these platforms to run highly targeted and customized campaigns, WVE can increase the likelihood of donations from a diverse range of supporters
| [18] | Castro-Arce, K., & Vanclay, F. (2020). Transformative social innovation for sustainable rural development: An analytical framework to assist community-based initiatives. Journal of Rural Studies, 74, 45–54. https://doi.org/10.1016/j.jrurstud.2019.11.010 |
[18]
.
4.4.5. Challenges and Considerations
Despite the opportunities that technology offers, WVE must also address several challenges associated with its integration into operational and strategic marketing practices. Limited internet access in rural areas can hinder the implementation of digital solutions and restrict access to real-time data for monitoring programs
| [53] | Hunduma, C. M., & Mekuria, Y. S. (2023). Constraints Hindering ICT Integration in Ethiopian Public Secondary Schools: A Literature Review. International Journal of Membrane Science and Technology, 10(2), 691–702. https://doi.org/10.15379/ijmst.v10i2.1271 |
[53]
. Additionally, technological solutions require continuous investment in infrastructure, training, and support, which can be a barrier for organizations working in resource-constrained environments like Ethiopia
| [50] | Hatzimanouil, D., Natsis, K., Lazaridis, S., Giannakos, A., Hantau, C., Giatsis, G., & Sikaras, E. (2024). Globalization of Computer Networks: The Need for Accession to Regional Cybercrime Treaties. Wallaga University Journal of Law, 2(2), 25–32. |
[50]
. Therefore, while technology offers significant potential to enhance operational effectiveness and strategic marketing decisions, careful planning and investment are needed to overcome these challenges and ensure that technological solutions are sustainable and impactful in the long term
| [46] | Guo, Qingyu; Zhou, Siyuan; Wu, Yifeng; Peng, Zhenhui; Ma, X. (2022). Understanding and Modeling Viewers’ First Impressions with Images in Online Medical Crowdfunding Campaigns (pp. 1–20). |
[46]
.
Technology helps the organization work more effectively and efficiently, from improving program delivery to increasing stakeholder participation and adjusting to changing donor expectations
| [84] | Palad, J. B. (2023). Strategies for Improving Organizational Efficiency, Productivity, and Performance through Technology Adoption. Journal of Management and Administration Provision, 2(3), 88–94. https://doi.org/10.55885/jmap.v2i3.230 |
[84]
. World Vision can reach a wider audience, increase awareness, and obtain funding for its programs by incorporating digital tools into marketing strategies. However, it is crucial for WVE to address the challenges posed by technological limitations in rural areas and invest in sustainable technological solutions to ensure continued success in its rural development programs
| [51] | Hidayatullah, D., Munir, M., Setiawan, W., Furqon, C., & Dirgantari, P. D. (2022). Excellent Service and Utilization of Information Technology on Stakeholder Satisfaction and Organizational Performance. Proceedings of the 6th Global Conference on Business, Management, and Entrepreneurship (GCBME 2021), 657(Gcbme 2021), 140–143. https://doi.org/10.2991/aebmr.k.220701.028 |
[51]
.
4.5. Legal Factor
Legal aspects are crucial in defining the operational efficacy and strategic marketing decisions of WVE, particularly in a developing society where governance, regulatory frameworks, and legal compliance play pivotal roles
. These legal concerns affect how World Vision creates, conducts, and markets its development projects, ensuring that all operations are handled within the bounds of Ethiopian law
| [111] | Yazew, B. T., & Kassa, G. (2023). Punishing criminals indigenously: Perspectives from customary law and social relationship practices of Afar pastorals along the Lower Awash Valley. Cogent Social Sciences, 9(2). https://doi.org/10.1080/23311886.2023.2273337 |
[111]
. This covers factors like donor compliance, labor laws, tax laws, intellectual property rights, and child protection, all of which have an impact on the organization's capacity to run efficiently and develop strategic marketing campaigns that adhere to national and international legal requirements
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[23]
.
4.5.1. Impact of Legal Regulations on Operational Effectiveness
WVE’s operational effectiveness is significantly influenced by Ethiopia's legal environment, which is governed by stringent local laws and international agreements that govern humanitarian work, especially in areas like child welfare, education, and health
| [11] | Ayalew, A. F. (2024). Determinants of Public Service Delivery of Local Governments: The Case of Amhara National Regional State, Ethiopia. International Journal For Multidisciplinary Research, 6(2), 1–26. https://doi.org/10.36948/ijfmr.2024.v06i02.16797 |
[11]
. Compliance with legal frameworks such as anti-corruption policies, labor regulations, and child protection laws ensures that World Vision's programs are ethically sound and sustainable
. Additionally, regulations pertaining to land use and environmental protection laws influence how World Vision designs infrastructure projects, such as schools and water systems, ensuring that they are constructed in accordance with environmental standards; non-compliance could result in legal penalties, delays, or even the suspension of important development projects. Hence, understanding and adhering to the legal environment is essential for ensuring the smooth operation of World Vision Ethiopia’s programs
| [23] | Coker, J. O., Uzougbo, N. S., Oguejiofor, B. B., &... (2023). The Role Of Legal Practitioners In Mitigating Corporate Risks In Nigeria: A Comprehensive Review Of Existing Literature On The Strategies And Approaches Adopted …. Finance &Accounting …, 5(10), 309–332. https://doi.org/10.51594/farj.v5i10.579 |
[23]
.
4.5.2. Legal Considerations in Strategic Marketing Decisions
WVE's strategic marketing choices are also heavily influenced by legal considerations
| [98] | Wang, S., Li, Q., & Khaskheli, M. B. (2024). Management Economic Systems and Governance to Reduce Potential Risks in Digital Silk Road Investments: Legal Cooperation between Hainan Free Trade Port and Ethiopia. Systems, 12(8), 1–25. https://doi.org/10.3390/systems12080305 |
[98]
. Local advertising and fundraising rules, such as those pertaining to gift collecting, marketing to prospective contributors, and the use of data for engagement reasons, must be complied with by the organization's marketing plans
| [73] | Mary, T., & Enoch, O. (2024). Legal Considerations in the Development and Commercialization of Corporate Intellectual Property. 3, 1–20. |
[73]
. WVE must carefully construct its marketing materials and strategies within the legal framework since violations of land laws legislation could lead to legal repercussions and harm to the organization's reputation
. Additionally, the regulatory frameworks governing CSR operations have an impact on WVE’s capacity to form alliances with domestic and foreign businesses for program implementation and fundraising. Understanding and adhering to these legal requirements is essential for World Vision to interact with possible corporate contributors, as many businesses are placing a greater emphasis on compliance with CSR standards
| [104] | Wondemu, K., & Weldeslassie, S. (2021). Public Participation Vis-A-Vis Policy-Making: Practices & Challenges. International Journal of Multidiciplinary Educational Research, 816(10), 56–66. |
[104]
. In order to foster cooperation within the bounds of Ethiopian corporate governance, WVE’s must make sure that its marketing messages align with CSR objectives
| [2] | Abebe, B. K. (2022). The The Ethiopian Civil Society Organizations Law and its Role for Social Movement in Ethiopia. Journal of Contemporary Sociological Issues, 2(1), 1. https://doi.org/10.19184/csi.v2i1.24935 |
[2]
.
4.5.3. Intellectual Property and Branding
The administration of intellectual property (IP) rights is another area where legal considerations influence strategic marketing choices
| [82] | Nikolova-minkova, V. (2023). Managing Intellectual Property to Achieve Economic Growth. June. |
[82]
. Like other organizations, WVE builds confidence with funders and the public by promoting its programs through branding and intellectual property
| [29] | Dessie, A., & Zegeye, Z. (2024). Review on: Public Perception of Biotechnology on Genetically Modified Crops, Bio Policy and Intellectual Property Rights. American Journal of Polymer Science and Technology, 10(2), 26–35. https://doi.org/10.11648/j.ajpst.20241002.11 |
[29]
. To avoid misuse and preserve the company's reputation, it is essential to make sure that its trademarks, logos, and marketing materials are legally protected. Digital information and intellectual property utilized in social media campaigns and online fundraising initiatives are likewise protected by law. WVE must constantly adjust to legal considerations pertaining to the use of copyrighted material and online content sharing in an era of rapidly changing digital technologies
| [73] | Mary, T., & Enoch, O. (2024). Legal Considerations in the Development and Commercialization of Corporate Intellectual Property. 3, 1–20. |
[73]
.
Furthermore, WVE’s development and marketing of its educational materials are impacted by intellectual property laws
| [80] | Ncube, C. B. (2022). Intellectual property and the African continental free trade area: lessons and recommendations for the IP protocol. Journal of International Trade Law and Policy, 21(2), 105–121. https://doi.org/10.1108/JITLP-09-2021-0051 |
[80]
. Whether they are interactive apps, films, or printed materials, educational resources must abide by copyright laws both domestically and abroad. As WVE’s distributes its initiatives to funders and stakeholders, it must guarantee that all creative materials are legally secured and not infringing on others' intellectual property
| [79] | Musoni, M., Karkare, P., Teevan, C., & Domingo, E. (2023). Global approaches to digital sovereignty: Competing definitions and contrasting policy. May. |
[79]
.
4.5.4. Taxation and Financial Transparency
Legal factors also influence WVE’s marketing decisions in terms of financial transparency and tax compliance. The organization’s financial procedures, including how it accounts for donations and distributes cash, are subject to Ethiopian tax laws and international rules
| [5] | Alem, T. M., & Tewabe, Y. W. (2022). Examining the Tax Administration Law of Ethiopia in Light of the Tax Compliance Theories. Mizan Law Review, 16(2), 273–304. https://doi.org/10.4314/mlr.v16i2.2 |
[5]
. The presentation of financial data to the public and donors is frequently impacted by these legal requirements, which in turn influences strategic marketing choices pertaining to donor engagement and trust
. WVE's reputation for financial transparency and legal compliance plays a role in its ability to draw in donors. World Vision shows its contributors that their money is being used properly by following stringent accounting and taxes laws, which improves the organization's reputation in the cutthroat world of nonprofit marketing
| [5] | Alem, T. M., & Tewabe, Y. W. (2022). Examining the Tax Administration Law of Ethiopia in Light of the Tax Compliance Theories. Mizan Law Review, 16(2), 273–304. https://doi.org/10.4314/mlr.v16i2.2 |
[5]
. Furthermore, the organization's capacity to provide tax-exempt receipts for contributions—a crucial marketing tool for drawing in both domestic and foreign donors—is impacted by tax rules
| [93] | Tadesse, E., Abdirahman, I., Letta, S., Kirby, M., Mamo, T., Metaferia, H., Oranga, B., & Leight, J. (2024). Barriers to appropriate complementary feeding and the use of ultra-processed foods: A formative qualitative study from rural Oromia, Ethiopia. Maternal and Child Nutrition, 20(1). https://doi.org/10.1111/mcn.13576 |
[93]
.
4.5.5. Compliance with International Laws and Donor Expectations
International legal frameworks governing cross-border donations and foreign aid must also be adhered to by WVE
| [5] | Alem, T. M., & Tewabe, Y. W. (2022). Examining the Tax Administration Law of Ethiopia in Light of the Tax Compliance Theories. Mizan Law Review, 16(2), 273–304. https://doi.org/10.4314/mlr.v16i2.2 |
[5]
. International donors, particularly those from the United States, Europe, and other countries, have rigorous legal standards for how contributions are managed and reported. These include legislation like the Foreign Corrupt Practices Act (FCPA) in the U. S. and the UK’s Bribery Act, both of which influence how WVE manages donor relationships and international partnerships. Furthermore, international fundraising rules typically require organizations like World Vision to fully disclose how donations are utilized, particularly in countries with rigorous financial reporting and anti-money laundering standards
| [49] | Handoyo, S., Suharman, H., Ghani, E. K., & Soedarsono, S. (2023). c. Journal of Open Innovation: Technology, Market, and Complexity, 9(2), 100039. https://doi.org/10.1016/j.joitmc.2023.100039 |
[49]
. To ensure that WVE’s conforms with Ethiopian and international legal norms, these criteria have an impact on the creation of marketing materials and the communication of fundraising efforts to potential contributors
| [61] | Kebede, T. S., & Jara, A. S. (2020). An Investigation of Child labor Nexus Children Rights in Tongo, Benishangul-Gumuz Region; Ethiopia. International Journal of Political Science and Development, 8(4), 130–136. https://doi.org/10.14662/IJPSD2020.040 |
[61]
.
WVE’s strategic marketing choices and operational efficacy are greatly impacted by legal considerations
| [41] | Galiano-Coronil, A., Alcedo-Velázquez, M. Y., Blanco-Moreno, S., & Tobar Pesántez, L. B. (2024). Comparison and positioning of NGOs aimed at children from the perspective of social marketing on Twitter. Humanities and Social Sciences Communications, 11(1), 1–16. https://doi.org/10.1057/s41599-024-02611-7 |
| [78] | Moreda, T. (2023). Beyond land rights registration: understanding the mundane elements of land conflict in Ethiopia. Journal of Peasant Studies, 50(5), 1791–1819. https://doi.org/10.1080/03066150.2022.2120813 |
[41, 78]
. Legal issues are essential to the organization's capacity to carry out and promote its initiatives, from guaranteeing adherence to regional labor, environmental, and tax rules to negotiating global donation and fundraising standards. Laws influence how WVE plans its initiatives, interacts with funders, and makes sure that everything is carried out in an open and moral manner
| [15] | Brown, S., & Fisher, J. (2020). Aid donors, democracy and the developmental state in Ethiopia. Democratization, 27(2), 185–203. https://doi.org/10.1080/13510347.2019.1670642 |
| [49] | Handoyo, S., Suharman, H., Ghani, E. K., & Soedarsono, S. (2023). c. Journal of Open Innovation: Technology, Market, and Complexity, 9(2), 100039. https://doi.org/10.1016/j.joitmc.2023.100039 |
| [83] | Ogunmola, G. A., & Kumar, V. (2024). A strategic model for attracting and retaining environmentally conscious customers in E-retail. International Journal of Information Management Data Insights, 4(2), 100274. https://doi.org/10.1016/j.jjimei.2024.100274 |
[15, 49, 83]
. In order to maintain organizational performance and donor trust when legislative requirements change, WVE must continue to be proactive and flexible in modifying its marketing choices and operational plans
| [41] | Galiano-Coronil, A., Alcedo-Velázquez, M. Y., Blanco-Moreno, S., & Tobar Pesántez, L. B. (2024). Comparison and positioning of NGOs aimed at children from the perspective of social marketing on Twitter. Humanities and Social Sciences Communications, 11(1), 1–16. https://doi.org/10.1057/s41599-024-02611-7 |
[41]
.
4.6. Environmental Factor
WVE's strategic marketing choices and operational efficacy are significantly impacted by environmental conditions
| [54] | Ildephonse, N., Leopord, H., & Ferdinand, H. (2024). Contribution of Non Governmental Organisations Projects Intervention on Social Economic Growth in Rural Areas. A Case of World Vision Rwanda 2019-2022 Kivuruga Sector, Gakenke Disrtict, Northern Rwanda. International Journal for Multidisciplinary Research (IJFMR), 6(3), 1–15. www.ijfmr.com |
[54]
. The organization's development activities are influenced by a number of elements, such as the availability of natural resources, environmental sustainability issues, climate change, and community-based environmental challenges
| [9] | Argyroudis, S. A., Mitoulis, S. A., Chatzi, E., Baker, J. W., Brilakis, I., Gkoumas, K., Vousdoukas, M., Hynes, W., Carluccio, S., Keou, O., Frangopol, D. M., & Linkov, I. (2022). Digital technologies can enhance climate resilience of critical infrastructure. Climate Risk Management, 35. https://doi.org/10.1016/j.crm.2021.100387 |
[9]
. Environmental issues such soil erosion, deforestation, drought, and the effects of climate change are particularly relevant to WVE's efforts in Ethiopia. These environmental factors have an impact on the organization's marketing efforts to both domestic and foreign donors as well as the operational techniques it uses in rural development
| [16] | Buijs, A. E., de Koning, S., Mattijssen, T. J. M., Smeding, I. W., Smits, M. J., & Steins, N. A. (2024). Civil society for sustainable change: strategies of NGOs and active citizens to contribute to sustainability transitions. Journal of Environmental Planning and Management, 67(12), 2863–2884. https://doi.org/10.1080/09640568.2023.2205571 |
| [41] | Galiano-Coronil, A., Alcedo-Velázquez, M. Y., Blanco-Moreno, S., & Tobar Pesántez, L. B. (2024). Comparison and positioning of NGOs aimed at children from the perspective of social marketing on Twitter. Humanities and Social Sciences Communications, 11(1), 1–16. https://doi.org/10.1057/s41599-024-02611-7 |
[16, 41]
.
4.6.1. Impact of Environmental Factors on Operational Effectiveness
Natural disasters, droughts, and climate change all have a significant impact on WVE’s operational efficacy
| [89] | Robert, O., & Ouko, J. (2021). Climate Resilient Agriculture and Food Systems in Ethiopia Climate Resilient Agriculture and Food Systems in Ethiopia. September, 45. |
[89]
. Frequent droughts, erratic rainfall patterns, and desertification are some of the effects of climate variability that Ethiopia has been dealing with. These issues have a direct impact on rural areas' agricultural productivity and food security
| [113] | Yu, Y., Appiah, D., Zulu, B., & Adu-Poku, K. A. (2024). Integrating Rural Development, Education, and Management: Challenges and Strategies. Sustainability (Switzerland), 16(15), 1–22. https://doi.org/10.3390/su16156474 |
[113]
. The planning and execution of WVE’s rural development initiatives, especially those pertaining to agriculture, food security, water, and sanitation, are influenced by these environmental factors. The impact of these factors on water resources can disrupt agricultural productivity, leading to food insecurity and malnutrition
. In order to assist communities in enduring and recovering from environmental shocks, WVE has had to modify its operational models and concentrate more on emergency relief and resilience-building initiatives
. This covers drought-resistant farming methods, water conservation initiatives, and sustainable land management strategies. The integration of environmental aspects is crucial in evaluating the operational performance of the organization since these changes necessitate extensive logistical coordination, resource allocation, and alignment with environmental sustainability goals
| [83] | Ogunmola, G. A., & Kumar, V. (2024). A strategic model for attracting and retaining environmentally conscious customers in E-retail. International Journal of Information Management Data Insights, 4(2), 100274. https://doi.org/10.1016/j.jjimei.2024.100274 |
[83]
.
4.6.2. Environmental Sustainability and Strategic Marketing
WVE’s strategic marketing choices are heavily influenced by environmental considerations in addition to operational ones. Environmental considerations are becoming a crucial aspect of World Vision's program marketing strategy due to the growing emphasis on sustainability and climate-conscious activities among funders and partners
| [49] | Handoyo, S., Suharman, H., Ghani, E. K., & Soedarsono, S. (2023). c. Journal of Open Innovation: Technology, Market, and Complexity, 9(2), 100039. https://doi.org/10.1016/j.joitmc.2023.100039 |
| [83] | Ogunmola, G. A., & Kumar, V. (2024). A strategic model for attracting and retaining environmentally conscious customers in E-retail. International Journal of Information Management Data Insights, 4(2), 100274. https://doi.org/10.1016/j.jjimei.2024.100274 |
[49, 83]
. WVE has been stressing its commitment to sustainable practices in its marketing campaigns more and more as donors and international partners grow more concerned about environmental sustainability
| [83] | Ogunmola, G. A., & Kumar, V. (2024). A strategic model for attracting and retaining environmentally conscious customers in E-retail. International Journal of Information Management Data Insights, 4(2), 100274. https://doi.org/10.1016/j.jjimei.2024.100274 |
[83]
.
WVE’s marketing campaigns often highlight the organization's efforts to combat environmental degradation through sustainable development programs, such as promoting renewable energy solutions, improving water management, and restoring degraded land
| [57] | Kant, S. (2023). Meta Analysis of Marketing Innovation on Firm’s Performance of Small & Medium Enterprises with the Moderating effect of Government Support Program: In case of Selected Sub-Cities of Addis Ababa, Ethiopia. OPSearch: American Journal of Open Research, 2(2), 152–164. https://doi.org/10.58811/opsearch.v2i2.41 |
[57]
. These environmental initiatives resonate strongly with donors who are increasingly prioritizing environmental impact in their funding decisions
| [41] | Galiano-Coronil, A., Alcedo-Velázquez, M. Y., Blanco-Moreno, S., & Tobar Pesántez, L. B. (2024). Comparison and positioning of NGOs aimed at children from the perspective of social marketing on Twitter. Humanities and Social Sciences Communications, 11(1), 1–16. https://doi.org/10.1057/s41599-024-02611-7 |
[41]
. As such, WVE’s ability to effectively communicate its environmental initiatives in marketing campaigns directly influences its ability to attract and maintain donor support. Environmental sustainability has also become an integral part of the organization’s brand positioning
| [16] | Buijs, A. E., de Koning, S., Mattijssen, T. J. M., Smeding, I. W., Smits, M. J., & Steins, N. A. (2024). Civil society for sustainable change: strategies of NGOs and active citizens to contribute to sustainability transitions. Journal of Environmental Planning and Management, 67(12), 2863–2884. https://doi.org/10.1080/09640568.2023.2205571 |
[16]
. WVE can establish itself as a responsible and progressive organization in the eyes of the public and donors by emphasizing their efforts to promote climate-resilient agricultural practices and foster environmental stewardship
| [42] | Getahun, S., Kefale, H., & Gelaye, Y. (2024). Application of Precision Agriculture Technologies for Sustainable Crop Production and Environmental Sustainability: A Systematic Review. TheScientificWorldJournal, 2024, 2126734. https://doi.org/10.1155/2024/2126734 |
[42]
. This strategic use of environmental factors in marketing helps set World Vision apart from other organizations and attract a more environmentally conscious donor base
| [83] | Ogunmola, G. A., & Kumar, V. (2024). A strategic model for attracting and retaining environmentally conscious customers in E-retail. International Journal of Information Management Data Insights, 4(2), 100274. https://doi.org/10.1016/j.jjimei.2024.100274 |
[83]
.
4.6.3. Influence on Donor Engagement and Corporate Partnerships
Additionally, WVE’s interactions with corporate partners—especially those that prioritize CSR—are impacted by environmental conditions
| [16] | Buijs, A. E., de Koning, S., Mattijssen, T. J. M., Smeding, I. W., Smits, M. J., & Steins, N. A. (2024). Civil society for sustainable change: strategies of NGOs and active citizens to contribute to sustainability transitions. Journal of Environmental Planning and Management, 67(12), 2863–2884. https://doi.org/10.1080/09640568.2023.2205571 |
[16]
. Nowadays, a lot of businesses match their CSR programs with environmental sustainability objectives. WVE has incorporated environmental issues into its marketing plans in order to draw in corporate alliances and donations
. WVE increases its attractiveness to corporate partners who want to satisfy their environmental sustainability goals while supporting rural development by supporting projects that tackle climate change, land degradation, and water scarcity
| [116] | Zikargae, M. H., Woldearegay, A. G., & Skjerdal, T. (2022). Empowering rural society through non-formal environmental education: An empirical study of environment and forest development community projects in Ethiopia. Heliyon, 8(3), e09127. https://doi.org/10.1016/j.heliyon.2022.e09127 |
[116]
. Making these strategic marketing choices is essential to preserving long-term alliances and guaranteeing that WVE can obtain the capital required to sustain its development and environmental initiatives
| [16] | Buijs, A. E., de Koning, S., Mattijssen, T. J. M., Smeding, I. W., Smits, M. J., & Steins, N. A. (2024). Civil society for sustainable change: strategies of NGOs and active citizens to contribute to sustainability transitions. Journal of Environmental Planning and Management, 67(12), 2863–2884. https://doi.org/10.1080/09640568.2023.2205571 |
[16]
.
4.6.4. Climate Change and Vulnerability Marketing
Additionally, WVE’s interactions with corporate partners—especially those that prioritize corporate social responsibility (CSR)—are impacted by environmental conditions
| [16] | Buijs, A. E., de Koning, S., Mattijssen, T. J. M., Smeding, I. W., Smits, M. J., & Steins, N. A. (2024). Civil society for sustainable change: strategies of NGOs and active citizens to contribute to sustainability transitions. Journal of Environmental Planning and Management, 67(12), 2863–2884. https://doi.org/10.1080/09640568.2023.2205571 |
[16]
. Nowadays, a lot of businesses match their CSR programs with environmental sustainability objectives. WVE has incorporated environmental issues into its marketing plans in order to draw in corporate alliances and donations
. WVE increases its attractiveness to corporate partners who want to satisfy their environmental sustainability goals while supporting rural development by supporting projects that tackle climate change, land degradation, and water scarcity
| [116] | Zikargae, M. H., Woldearegay, A. G., & Skjerdal, T. (2022). Empowering rural society through non-formal environmental education: An empirical study of environment and forest development community projects in Ethiopia. Heliyon, 8(3), e09127. https://doi.org/10.1016/j.heliyon.2022.e09127 |
[116]
. Making these strategic marketing choices is essential to preserving long-term alliances and guaranteeing that WVE can obtain the capital required to sustain its development and environmental initiatives
| [83] | Ogunmola, G. A., & Kumar, V. (2024). A strategic model for attracting and retaining environmentally conscious customers in E-retail. International Journal of Information Management Data Insights, 4(2), 100274. https://doi.org/10.1016/j.jjimei.2024.100274 |
[83]
. In addition to increasing awareness of the problems, this story links World Vision with global climate action movements, increasing its appeal to international partners and donors who give environmental sustainability top priority when allocating funds
| [16] | Buijs, A. E., de Koning, S., Mattijssen, T. J. M., Smeding, I. W., Smits, M. J., & Steins, N. A. (2024). Civil society for sustainable change: strategies of NGOs and active citizens to contribute to sustainability transitions. Journal of Environmental Planning and Management, 67(12), 2863–2884. https://doi.org/10.1080/09640568.2023.2205571 |
| [83] | Ogunmola, G. A., & Kumar, V. (2024). A strategic model for attracting and retaining environmentally conscious customers in E-retail. International Journal of Information Management Data Insights, 4(2), 100274. https://doi.org/10.1016/j.jjimei.2024.100274 |
[16, 83]
.
4.6.5. Environmental Risk Management and Strategic Decisions
The organization must anticipate and mitigate environmental risks, such as potential damage from natural disasters or long-term environmental degradation that may affect the success of its development programs
| [17] | Carmen, E., Fazey, I., Ross, H., Bedinger, M., Smith, F. M., Prager, K., McClymont, K., & Morrison, D. (2022). Building community resilience in a context of climate change: The role of social capital. Ambio, 51(6), 1371–1387. https://doi.org/10.1007/s13280-021-01678-9 |
[17]
. As a result, WVE integrates risk management strategies into its marketing messages, emphasizing how it prepares for and adapts to environmental risks. This includes promoting resilience-building strategies, such as flood prevention measures, sustainable agricultural practices, and disaster risk reduction programs, in its marketing campaigns. Environmental risk management is another area where environmental factors influence WVE’s strategic marketing decisions
| [9] | Argyroudis, S. A., Mitoulis, S. A., Chatzi, E., Baker, J. W., Brilakis, I., Gkoumas, K., Vousdoukas, M., Hynes, W., Carluccio, S., Keou, O., Frangopol, D. M., & Linkov, I. (2022). Digital technologies can enhance climate resilience of critical infrastructure. Climate Risk Management, 35. https://doi.org/10.1016/j.crm.2021.100387 |
| [16] | Buijs, A. E., de Koning, S., Mattijssen, T. J. M., Smeding, I. W., Smits, M. J., & Steins, N. A. (2024). Civil society for sustainable change: strategies of NGOs and active citizens to contribute to sustainability transitions. Journal of Environmental Planning and Management, 67(12), 2863–2884. https://doi.org/10.1080/09640568.2023.2205571 |
[9, 16]
.
These strategic decisions help WVE to preserve its reputation as a trusted and responsive partner, attracting donors who are interested in funding projects that demonstrate proactive risk management and flexibility to climate-related issues
| [116] | Zikargae, M. H., Woldearegay, A. G., & Skjerdal, T. (2022). Empowering rural society through non-formal environmental education: An empirical study of environment and forest development community projects in Ethiopia. Heliyon, 8(3), e09127. https://doi.org/10.1016/j.heliyon.2022.e09127 |
[116]
. Environmental considerations greatly influence both the operational effectiveness and strategic marketing decisions of WVE. The operational efficiency of the company is directly impacted by its capacity to adjust to environmental issues including drought, climate change, and environmental degradation. Meanwhile, the necessity to prioritize environmental sustainability, donor engagement, and business collaborations centered on climate action is increasingly influencing strategic marketing decisions
| [16] | Buijs, A. E., de Koning, S., Mattijssen, T. J. M., Smeding, I. W., Smits, M. J., & Steins, N. A. (2024). Civil society for sustainable change: strategies of NGOs and active citizens to contribute to sustainability transitions. Journal of Environmental Planning and Management, 67(12), 2863–2884. https://doi.org/10.1080/09640568.2023.2205571 |
[16]
. WVE can continue to draw in funders, form business alliances, and advance sustainable development methods in rural Ethiopia by carefully integrating environmental considerations into its operations and marketing plans
.
4.7. Interactions Between the PESTLE
WVE’s operational success and strategic marketing choices in rural development initiatives can be greatly impacted by the interaction of PESTLE aspects. The following are some important interactions to take into account.
4.7.1. Political-Economic
The operational environment for initiatives aimed at rural development is significantly shaped by the interplay between political and economic considerations. Economic factors like funding availability, inflation, and infrastructure development are greatly influenced by political stability, governance, and policies
| [24] | Cox, J. (2021). The higher education environment driving academic library strategy: A political, economic, social and technological (PEST) analysis. Journal of Academic Librarianship, 47(1), 102219. https://doi.org/10.1016/j.acalib.2020.102219 |
[24]
. The livelihoods of rural people are impacted by trade policies and economic developments, which affect the organization's program focus. This interaction affects WVE’s operational effectiveness and marketing strategies by determining resource allocation, financial feasibility, and program strategic alignment with government priorities
.
4.7.2. Social-Legal
In rural development initiatives, the interdependence of social and legal variables is crucial. While laws have an impact on social structures and behavior, legal frameworks are frequently influenced by societal values and norms
| [111] | Yazew, B. T., & Kassa, G. (2023). Punishing criminals indigenously: Perspectives from customary law and social relationship practices of Afar pastorals along the Lower Awash Valley. Cogent Social Sciences, 9(2). https://doi.org/10.1080/23311886.2023.2273337 |
[111]
. Rural communities' cultural customs and norms may clash with legal requirements, necessitating that WVE manage intricate social dynamics while maintaining compliance. Social structures may be impacted by legal changes in gender equality or land rights, which may call for modifications to the planning and execution of programs
| [2] | Abebe, B. K. (2022). The The Ethiopian Civil Society Organizations Law and its Role for Social Movement in Ethiopia. Journal of Contemporary Sociological Issues, 2(1), 1. https://doi.org/10.19184/csi.v2i1.24935 |
[2]
. In Ethiopia, regulations pertaining to property ownership, labor, and human rights intersect with cultural traditions, forcing WVE to balance compliance with local expectations to achieve program effectiveness and community acceptability
.
4.7.3. Technological-Environmental
In the context of rural development, environmental concerns and technological breakthroughs are inextricably intertwined. Technologies including water management systems, climate-smart agriculture, and renewable energy can improve program efficacy while addressing environmental issues
| [94] | Tofu, D. A., Wolka, K., & Woldeamanuel, T. (2022). The impact of alternative energy technology investment on environment and food security in northern Ethiopia. Scientific Reports, 12(1), 1–11. https://doi.org/10.1038/s41598-022-14521-2 |
[94]
. When introducing new agricultural technologies, local ecological factors and environmental sustainability must be taken into account. Program priorities and resource allocation may be impacted by the need for creative technical solutions in climate change adaptation methods
| [13] | Benti, N. E., Gurmesa, G. S., Argaw, T., Aneseyee, A. B., Gunta, S., Kassahun, G. B., Aga, G. S., & Asfaw, A. A. (2021). The current status, challenges and prospects of using biomass energy in Ethiopia. Biotechnology for Biofuels, 14(1), 1–24. https://doi.org/10.1186/s13068-021-02060-3 |
| [42] | Getahun, S., Kefale, H., & Gelaye, Y. (2024). Application of Precision Agriculture Technologies for Sustainable Crop Production and Environmental Sustainability: A Systematic Review. TheScientificWorldJournal, 2024, 2126734. https://doi.org/10.1155/2024/2126734 |
[13, 42]
. In addition to improving operations, WVE finds that using technology in ecologically friendly methods creates a strong story that draws in partners and funders
| [49] | Handoyo, S., Suharman, H., Ghani, E. K., & Soedarsono, S. (2023). c. Journal of Open Innovation: Technology, Market, and Complexity, 9(2), 100039. https://doi.org/10.1016/j.joitmc.2023.100039 |
[49]
.
4.7.4. Economic-Social
Social and economic elements are linked, especially in contexts of rural development. Social structures and community involvement are directly impacted by economic factors like unemployment and poverty
| [24] | Cox, J. (2021). The higher education environment driving academic library strategy: A political, economic, social and technological (PEST) analysis. Journal of Academic Librarianship, 47(1), 102219. https://doi.org/10.1016/j.acalib.2020.102219 |
[24]
. In rural areas, income inequality and poverty levels influence social dynamics, which in turn impact program participation and community engagement. Economic empowerment projects must include social hierarchies and cultural norms to provide equitable gains
| [90] | Rodríguez-Espíndola, O., Cuevas-Romo, A., Chowdhury, S., Díaz-Acevedo, N., Albores, P., Despoudi, S., Malesios, C., & Dey, P. (2022). The role of circular economy principles and sustainable-oriented innovation to enhance social, economic and environmental performance: Evidence from Mexican SMEs. International Journal of Production Economics, 248(February), 108495. https://doi.org/10.1016/j.ijpe.2022.108495 |
[90]
. WVE must manage this interplay to build programs that address economic inequities while fostering social empowerment, assuring both operational success and meaningful messaging to stakeholders
| [41] | Galiano-Coronil, A., Alcedo-Velázquez, M. Y., Blanco-Moreno, S., & Tobar Pesántez, L. B. (2024). Comparison and positioning of NGOs aimed at children from the perspective of social marketing on Twitter. Humanities and Social Sciences Communications, 11(1), 1–16. https://doi.org/10.1057/s41599-024-02611-7 |
| [54] | Ildephonse, N., Leopord, H., & Ferdinand, H. (2024). Contribution of Non Governmental Organisations Projects Intervention on Social Economic Growth in Rural Areas. A Case of World Vision Rwanda 2019-2022 Kivuruga Sector, Gakenke Disrtict, Northern Rwanda. International Journal for Multidisciplinary Research (IJFMR), 6(3), 1–15. www.ijfmr.com |
[41, 54]
.
4.7.5. Political-Environmental
In order to manage natural resources and address climate challenges, it is imperative that political and environmental factors interact. Development initiatives and rural communities are greatly impacted by government policies on climate adaptation and environmental preservation
| [47] | Hagos, M. K. (2021). Environmental Policy of Ethiopia: Implementation and Challenges. International Journal of Political Science and Development, 9(4), 150–185. https://doi.org/10.14662/IJPSD2021.025 |
[47]
. Government policies on natural resource management and conservation impact rural development strategies. Environmental regulations may influence the types of projects WVE can implement in certain areas
| [114] | Zeleke, G., Dejene, T., Tadesse, W., Agúndez, D., & Martín-Pinto, P. (2020). Ethnomycological knowledge of three ethnic groups in Ethiopia. Forests, 11(8), 1–18. https://doi.org/10.3390/f11080875 |
[114]
. For WVE, aligning its efforts with political environmental priorities ensures program relevance and contributes to long-term sustainability
.
4.7.6. Technological-Economic
Enhancing program scalability and operational efficiency is made possible by the convergence of economic and technological elements
| [87] | Rijswijk, K., Klerkx, L., Bacco, M., Bartolini, F., Bulten, E., Debruyne, L., Dessein, J., Scotti, I., & Brunori, G. (2021). Digital transformation of agriculture and rural areas: A socio-cyber-physical system framework to support responsibilisation. Journal of Rural Studies, 85(August 2020), 79–90. https://doi.org/10.1016/j.jrurstud.2021.05.003 |
[87]
. In projects for rural development, technological advancements can save expenses, boost output, and enhance service delivery
| [24] | Cox, J. (2021). The higher education environment driving academic library strategy: A political, economic, social and technological (PEST) analysis. Journal of Academic Librarianship, 47(1), 102219. https://doi.org/10.1016/j.acalib.2020.102219 |
[24]
. Rural communities' access to digital technologies has an impact on financial inclusion initiatives and economic prospects
. According to investing in technical infrastructure can necessitate making financial concessions in other program areas
| [28] | Deolu-Ajayi, A. O., Aranguiz, A. A., Alho, C. F. B. V., Siegmund-Schultze, M., Ndambi, A., Selassie, Y. G., Abebe, Y., Groot, J. C. J., Heesmans, H., Hengsdijk, H., & van der Lee, J. (2023). Integrated analysis of opportunities and trade-offs for mixed crop-livestock farm types in Amhara, Ethiopia. Agricultural Systems, 208(April). https://doi.org/10.1016/j.agsy.2023.103665 |
[28]
. The use of affordable technology by WVE shows how innovation can be used to solve operational and strategic economic concerns
| [94] | Tofu, D. A., Wolka, K., & Woldeamanuel, T. (2022). The impact of alternative energy technology investment on environment and food security in northern Ethiopia. Scientific Reports, 12(1), 1–11. https://doi.org/10.1038/s41598-022-14521-2 |
[94]
.
4.7.7. Legal-Technological
Rural development programs' ability to incorporate technological solutions is influenced by legal frameworks that govern technology adoption, such as those pertaining to data privacy and intellectual property. In order to lower risks and preserve program credibility, WVE must make sure that these legal requirements are followed
| [87] | Rijswijk, K., Klerkx, L., Bacco, M., Bartolini, F., Bulten, E., Debruyne, L., Dessein, J., Scotti, I., & Brunori, G. (2021). Digital transformation of agriculture and rural areas: A socio-cyber-physical system framework to support responsibilisation. Journal of Rural Studies, 85(August 2020), 79–90. https://doi.org/10.1016/j.jrurstud.2021.05.003 |
[87]
. Data protection and privacy laws impact the organization's ability to collect and use beneficiary information for program monitoring and evaluation. Intellectual property rights may affect the adoption and dissemination of innovative.
4.7.8. Social-Environmental
In rural development initiatives, social behaviors and environmental conditions are closely related. Community activities and lifestyles are often the root cause of problems including soil degradation, water scarcity, and deforestation
| [17] | Carmen, E., Fazey, I., Ross, H., Bedinger, M., Smith, F. M., Prager, K., McClymont, K., & Morrison, D. (2022). Building community resilience in a context of climate change: The role of social capital. Ambio, 51(6), 1371–1387. https://doi.org/10.1007/s13280-021-01678-9 |
| [90] | Rodríguez-Espíndola, O., Cuevas-Romo, A., Chowdhury, S., Díaz-Acevedo, N., Albores, P., Despoudi, S., Malesios, C., & Dey, P. (2022). The role of circular economy principles and sustainable-oriented innovation to enhance social, economic and environmental performance: Evidence from Mexican SMEs. International Journal of Production Economics, 248(February), 108495. https://doi.org/10.1016/j.ijpe.2022.108495 |
[17; 90]
. Culturally sensitive methods are necessary because traditional land use practices may clash with environmental conservation initiatives. Climate-resilient development efforts' acceptance and success are influenced by the community's perceptions of environmental threats
| [35] | Emon, M. M. H., & Khan, T. (2023). The Impact of Cultural Norms on Sustainable Entrepreneurship Practices in SMEs of Bangladesh. Indonesian Journal of Innovation and Applied Sciences (IJIAS), 3(3), 201–209. https://doi.org/10.47540/ijias.v3i3.962 |
| [90] | Rodríguez-Espíndola, O., Cuevas-Romo, A., Chowdhury, S., Díaz-Acevedo, N., Albores, P., Despoudi, S., Malesios, C., & Dey, P. (2022). The role of circular economy principles and sustainable-oriented innovation to enhance social, economic and environmental performance: Evidence from Mexican SMEs. International Journal of Production Economics, 248(February), 108495. https://doi.org/10.1016/j.ijpe.2022.108495 |
[35, 90]
. In order to ensure operational performance and meaningful participation, WVE's initiatives must address this interplay by encouraging ecologically friendly practices that are in line with community needs.
4.7.9. Political-Social
The general environment for rural development is shaped by the intersection of political and social forces. Community dynamics and involvement in development initiatives are influenced by government policies pertaining to social inclusion, health, and education
| [24] | Cox, J. (2021). The higher education environment driving academic library strategy: A political, economic, social and technological (PEST) analysis. Journal of Academic Librarianship, 47(1), 102219. https://doi.org/10.1016/j.acalib.2020.102219 |
[24]
. Program implementation and community involvement may be impacted by local political affiliations and power dynamics. The organization's connections with stakeholders and local authorities may be impacted by government decentralization policies
| [104] | Wondemu, K., & Weldeslassie, S. (2021). Public Participation Vis-A-Vis Policy-Making: Practices & Challenges. International Journal of Multidiciplinary Educational Research, 816(10), 56–66. |
[104]
. For WVE, navigating this interplay requires aligning program objectives with national social agendas, fostering both program effectiveness and stakeholder support.
4.7.10. Economic-Legal
Economic stability affects the application of legal frameworks, and vice versa, demonstrating the interdependence of economic and legal variables. Economic potential in rural areas are directly impacted by legal restrictions, including those pertaining to funding, taxation, and resource use
. Strategies for economic empowerment in rural areas are influenced by laws governing microfinance and small business operations
| [4] | Adugna, H., Dagne, Y. H., & Yadeta, H. A. (2020). Impact of Microfinance on Economic Empowerment of Women in Oromia Credit and Saving Share Company (OCSSCO) Ada’a District of Oromia Region, Ethiopia. Ethiopia International Journal of Management, 10(07), 2249–0558. |
[4]
. WVE’s operational expenses and resource allocation are impacted by tax laws and financial reporting regulations
| [68] | Leta, T. B., Berlie, A. B., & Ferede, M. B. (2021). Effects of the current land tenure on augmenting household farmland access in South East Ethiopia. Humanities and Social Sciences Communications, 8(1), 1–11. https://doi.org/10.1057/s41599-021-00709-w |
[68]
. Navigating this connection for WVE’s guarantees operational effectiveness, compliance, and the capacity to win donor trust via open and honest procedures.
4.8. Discuss
The purpose of this study was to examine how WVE’s operational efficacy and strategic marketing choices in rural development initiatives are impacted by PESTLE aspects. The results show that the organization's strategic approaches, operational effectiveness, and program sustainability are significantly shaped by PESTLE elements. The six PESTLE elements interact with one another.
4.8.1. Political Factors
According to the analysis, WVE’s operational success is largely dependent on political stability and government support
. The smooth execution of rural development projects has been made possible by constant cooperation with federal and local government agencies. However, political instability, as observed in certain regions, disrupted program delivery and resource allocation
| [104] | Wondemu, K., & Weldeslassie, S. (2021). Public Participation Vis-A-Vis Policy-Making: Practices & Challenges. International Journal of Multidiciplinary Educational Research, 816(10), 56–66. |
[104]
. These findings align with previous studies
| [102] | Woldesenbet, E., Gebreluel, G., & Bedasso, B. (2022). Economic Development and Political Violence in Ethiopia. SSRN Electronic Journal, May. https://doi.org/10.2139/ssrn.4113502 |
[102]
which emphasized that NGOs operating in politically volatile regions face challenges in achieving their objectives due to policy shifts
| [52] | Hordofa, D. F., & Badore, M. A. (2024). Assessing the impact of social, demographic, and economic factors on the economic empowerment of rural women in agricultural activities: a partial proportional odds model analysis in Dire Dawa Administration, Ethiopia. Environment, Development and Sustainability, 26(7), 17205–17235. https://doi.org/10.1007/s10668-023-03334-6 |
[52]
and conflict-driven constraints
| [38] | Fkun, E., Yusuf, M., Rukmana, A. Y., Putri, Z. F., & Harahap, M. A. K. (2023). Entrepreneurial Ecosystem: Interaction between Government Policy, Funding and Networks (Study on Entrepreneurship in West Java). Jurnal Ekonomi Dan Kewirausahaan West Science, 1(02), 77–88. https://doi.org/10.58812/jekws.v1i02.248 |
[38]
. Future research should explore mechanisms to enhance NGO-government synergies in politically unstable contexts, focusing on contingency planning and conflict resolution.
4.8.2. Economic Factors
The affordability and accessibility of development projects were greatly impacted by economic factors, including rural household income levels, inflation, and currency devaluation
| [52] | Hordofa, D. F., & Badore, M. A. (2024). Assessing the impact of social, demographic, and economic factors on the economic empowerment of rural women in agricultural activities: a partial proportional odds model analysis in Dire Dawa Administration, Ethiopia. Environment, Development and Sustainability, 26(7), 17205–17235. https://doi.org/10.1007/s10668-023-03334-6 |
[52]
. For instance, budgetary allotments for crucial interventions were impacted by growing inflation rates, which raised operating costs. These results are consistent with research that showed how susceptible development initiatives are to macroeconomic volatility
| [116] | Zikargae, M. H., Woldearegay, A. G., & Skjerdal, T. (2022). Empowering rural society through non-formal environmental education: An empirical study of environment and forest development community projects in Ethiopia. Heliyon, 8(3), e09127. https://doi.org/10.1016/j.heliyon.2022.e09127 |
[116]
. Some economic difficulties have been lessened by WVE's implementation of community-based microfinance programs and localized sourcing
. Future studies should look at how sustainable these tactics are over the long run, especially in combating inflationary pressures and encouraging community ownership.
4.8.3. Social Factors
Program acceptance and efficacy were found to be significantly influenced by social dynamics, such as gender roles, cultural norms, and community involvement
| [52] | Hordofa, D. F., & Badore, M. A. (2024). Assessing the impact of social, demographic, and economic factors on the economic empowerment of rural women in agricultural activities: a partial proportional odds model analysis in Dire Dawa Administration, Ethiopia. Environment, Development and Sustainability, 26(7), 17205–17235. https://doi.org/10.1007/s10668-023-03334-6 |
[52]
. According to the study, community buy-in was increased by incorporating culturally sensitive strategies, such as consulting local elders and religious leaders during the program design process
| [37] | Fasiha, F., Erwin, E., & Musdalifah, U. (2024). The Role of Entrepreneurial Culture in Improving the Performance of Micro, Small and Medium Enterprises in Yogyakarta. Hasanuddin Economics and Business Review, 7(3), 103. https://doi.org/10.26487/hebr.v7i3.5172 |
[37]
. This finding corroborates with
| [76] | Melese, K. B., & Belda, T. H. (2021). Determinants of tourism product development in southeast Ethiopia: Marketing perspectives. Sustainability (Switzerland), 13(23), 1–21. https://doi.org/10.3390/su132313263 |
[76]
who underlined the relevance of cultural competence in rural development. However, persisting gender inequities and resistance to change remain impediments
| [37] | Fasiha, F., Erwin, E., & Musdalifah, U. (2024). The Role of Entrepreneurial Culture in Improving the Performance of Micro, Small and Medium Enterprises in Yogyakarta. Hasanuddin Economics and Business Review, 7(3), 103. https://doi.org/10.26487/hebr.v7i3.5172 |
| [57] | Kant, S. (2023). Meta Analysis of Marketing Innovation on Firm’s Performance of Small & Medium Enterprises with the Moderating effect of Government Support Program: In case of Selected Sub-Cities of Addis Ababa, Ethiopia. OPSearch: American Journal of Open Research, 2(2), 152–164. https://doi.org/10.58811/opsearch.v2i2.41 |
[37, 57]
. Future research ought to focus more on creative strategies for advancing gender parity and removing cultural obstacles to development in rural Ethiopia.
4.8.4. Technological Factors
Significant potential and difficulties related to the adoption of technology were shown by the research
| [42] | Getahun, S., Kefale, H., & Gelaye, Y. (2024). Application of Precision Agriculture Technologies for Sustainable Crop Production and Environmental Sustainability: A Systematic Review. TheScientificWorldJournal, 2024, 2126734. https://doi.org/10.1155/2024/2126734 |
| [53] | Hunduma, C. M., & Mekuria, Y. S. (2023). Constraints Hindering ICT Integration in Ethiopian Public Secondary Schools: A Literature Review. International Journal of Membrane Science and Technology, 10(2), 691–702. https://doi.org/10.15379/ijmst.v10i2.1271 |
[42, 53]
. Data accuracy and operational efficiency have increased thanks to mobile-based technologies for beneficiary registration and monitoring
| [42] | Getahun, S., Kefale, H., & Gelaye, Y. (2024). Application of Precision Agriculture Technologies for Sustainable Crop Production and Environmental Sustainability: A Systematic Review. TheScientificWorldJournal, 2024, 2126734. https://doi.org/10.1155/2024/2126734 |
[42]
. However, the scalability of these innovations has been hampered by rural areas' low levels of digital literacy and internet penetration
| [53] | Hunduma, C. M., & Mekuria, Y. S. (2023). Constraints Hindering ICT Integration in Ethiopian Public Secondary Schools: A Literature Review. International Journal of Membrane Science and Technology, 10(2), 691–702. https://doi.org/10.15379/ijmst.v10i2.1271 |
[53]
. This finding is consistent with earlier research, which found problems with the digital divide in rural Ethiopian areas
| [42] | Getahun, S., Kefale, H., & Gelaye, Y. (2024). Application of Precision Agriculture Technologies for Sustainable Crop Production and Environmental Sustainability: A Systematic Review. TheScientificWorldJournal, 2024, 2126734. https://doi.org/10.1155/2024/2126734 |
[42]
. Future studies should concentrate on creating low-tech solutions and capacity-building initiatives that are tailored to rural environments in order to address these issues.
4.8.5. Legal Factors
Compliance with local laws and regulations has been a double-edged sword for WVE
. Although legitimacy and trust were guaranteed by following legal frameworks, administrative burdens were imposed by frequent regulatory changes. This finding aligns with the concept dynamic regulatory environments pose significant challenges for NGOs
| [83] | Ogunmola, G. A., & Kumar, V. (2024). A strategic model for attracting and retaining environmentally conscious customers in E-retail. International Journal of Information Management Data Insights, 4(2), 100274. https://doi.org/10.1016/j.jjimei.2024.100274 |
[83]
. Future research could explore adaptive legal compliance frameworks that reduce administrative overhead while maintaining regulatory alignment.
4.8.6. Environmental Factors
One important factor influencing program success is environmental sustainability
| [54] | Ildephonse, N., Leopord, H., & Ferdinand, H. (2024). Contribution of Non Governmental Organisations Projects Intervention on Social Economic Growth in Rural Areas. A Case of World Vision Rwanda 2019-2022 Kivuruga Sector, Gakenke Disrtict, Northern Rwanda. International Journal for Multidisciplinary Research (IJFMR), 6(3), 1–15. www.ijfmr.com |
[54]
. Droughts and floods brought on by climate change have a negative impact on agricultural projects and food security measures. This aligns with the vulnerability of rural Ethiopian communities to climate variability in the finding of
| [44] | Gregory, A. T., & Denniss, A. R. (2018). An Introduction to Writing Narrative and Systematic Reviews — Tasks, Tips and Traps for Aspiring Authors. Heart Lung and Circulation, 27(7), 893–898. https://doi.org/10.1016/j.hlc.2018.03.027 |
[44]
. World Vision’s emphasis on climate-smart agricultural practices has shown promise, but scalability remains an issue
| [16] | Buijs, A. E., de Koning, S., Mattijssen, T. J. M., Smeding, I. W., Smits, M. J., & Steins, N. A. (2024). Civil society for sustainable change: strategies of NGOs and active citizens to contribute to sustainability transitions. Journal of Environmental Planning and Management, 67(12), 2863–2884. https://doi.org/10.1080/09640568.2023.2205571 |
[16]
. Future studies should study novel, scalable solutions for climate resilience in rural development projects.
4.8.7. Comparison with Relevant Literature
The results of this study highlight the distinct interaction of PESTLE elements in Ethiopia's rural development environment when contrasted with findings from other studies. Although the results are consistent with other research on NGO operations
| [92] | Sudarta. (2022). Shaping Agility through Digital Options: Reconceptualizing the Role of Information Technology in Contemporary Firms. MIS Quarterly, 16(1), 1–23. |
[92]
, the focus on localized solutions emphasizes the necessity of context-specific tactics. Ethiopia's distinct sociocultural landscape is highlighted by the fact that, in other contexts, the crucial role that religious leaders play in fostering social acceptance is less evident.
4.8.8. Interplays Among PESTLE Factors
Significant interdependencies between the PESTLE components were found by the investigation. For example, socio-cultural factors impacted the adoption of technology and environmental practices, among many other things
| [94] | Tofu, D. A., Wolka, K., & Woldeamanuel, T. (2022). The impact of alternative energy technology investment on environment and food security in northern Ethiopia. Scientific Reports, 12(1), 1–11. https://doi.org/10.1038/s41598-022-14521-2 |
[94]
, whereas political stability frequently determined the availability of economic resources
| [24] | Cox, J. (2021). The higher education environment driving academic library strategy: A political, economic, social and technological (PEST) analysis. Journal of Academic Librarianship, 47(1), 102219. https://doi.org/10.1016/j.acalib.2020.102219 |
[24]
. This interdependence emphasizes how important it is to create strategies holistically. Addressing these interdependencies can result in more meaningful and durable outcomes, according to comparisons with the integrated frameworks put forward in the Triple Bottom Line
| [36] | Elkington, J. (1997) Cannibals with Forks: The Triple Bottom Line of 21st Century Business. Capstone, Oxford. |
[36]
.
5. Theoretical Implications, Future Research Directions, Practical Implications, and Conclusion
The results of examining how PESTLE factors affect WVE's operational effectiveness and strategic marketing choices have important theoretical ramifications and lay the groundwork for further study, especially in relation to the interaction between external macro environmental factors and strategic marketing choices made by NGOs involved in rural development initiatives.
5.1. Theoretical Implications
This study contributes to the theoretical understanding of how macro-environmental factors influence strategic marketing decisions and operational effectiveness in NGOs. Existing literature on strategic marketing predominantly focuses on corporate or for-profit entities, with limited exploration of how NGOs adapt to external environmental factors to sustain their operations and marketing strategies. By integrating PESTLE analysis with strategic marketing theories, this study widens the applicability of strategic marketing frameworks to the particular environment of NGOs involved in rural development. The findings imply that NGOs like WVE must match their marketing tactics with donor preferences, legal frameworks, and environmental sustainability goals.
In order to overcome the difficulties brought on by social upheaval, political unpredictability, and economic volatility, the study emphasizes the necessity of a multifaceted marketing strategy that includes donor engagement, community involvement, and the use of digital technology. This demonstrates how conventional marketing theories, such as the resource-based approach, sustainable development, and stakeholder theory, may be tailored to fit inside non-governmental organizations' operational frameworks. The study also contributes to a better understanding of marketing as a tool for NGOs to create partnerships and advocate for causes. In addition to raising money, strategic marketing also involves influencing laws, forming partnerships, and demonstrating the impact of an organization. By connecting marketing to advocacy and capacity-building initiatives, this expands the theoretical scope of marketing, especially in settings with limited resources like rural Ethiopia.
5.2. Future Research Direction
PESTLE factors are important in determining the success and sustainability of interventions aimed at improving rural livelihoods. However, more research is needed to gain deeper insights, improve strategic responses, and develop more effective policy recommendations. The analysis of PESTLE factors on WVE’s operational effectiveness and strategic marketing decisions in rural development programs highlights the complex external influences shaping organizational performance.
In order to examine how PESTLE elements change over time and provide a more predictive and flexible framework for decision-making, future research should take a longitudinal approach. In order to provide customized solutions, a comparative study across Ethiopia's various regions can assist in identifying possibilities and obstacles unique to each area. Furthermore, combining quantitative and qualitative approaches will improve the findings' validity and provide a more comprehensive picture of outside influences.
Since advancements like artificial intelligence, mobile technology, and data analytics can increase operational effectiveness and beneficiary involvement, it is also critical to investigate the impact of digital transformation and emerging technologies in rural development. Additionally, evaluating the effects of legislative and regulatory modifications can help create policy advocacy plans for a governance structure that is more supportive. The resilience and long-term viability of rural programs will be enhanced via research on sustainability and climate change adaptation, stakeholder engagement, crisis management techniques, cultural influences, and financial sustainability. Through the pursuit of these research avenues, academics and professionals can produce significant insights that improve program efficacy, strategic decision-making, and sustainable rural development in Ethiopia.
5.3. Practical Implications
The research's conclusions have important real-world ramifications for WVE and related NGOs, especially when it comes to honing strategic marketing choices in the difficult setting of rural development initiatives. WVE can improve its operational effectiveness and marketing strategies by implementing more educated, resilient, and adaptable ways by comprehending the dynamic interplay of PESTLE aspects.
First, political participation and awareness are shown to be crucial. WVE can gain more cooperation and support from stakeholders by keeping a careful eye on governmental priorities and coordinating marketing campaigns with national development agendas. Marketing initiatives could be strengthened while public trust is increased by collaborating with local authorities and using political stability zones for donor-driven campaigns. The allocation and mobilization of resources are greatly impacted by economic conditions.
Targeting both institutional donors and individual contributors during uncertain economic times, the organization should modify its strategic marketing to emphasize high-impact, low-cost interventions. Funders may find WVE's campaigns more appealing if they use customized messaging that highlights economic resilience in rural areas, such as encouraging livelihoods and sustainable agriculture. Social variables, including cultural dynamics and community goals, need specialized marketing tactics that resonate with target audiences. Investing in culturally responsive storytelling that displays beneficiary success stories can improve community participation and attract donor support. The success of outreach programs can also be ensured by cultivating community relationships and co-designing projects, which can increase credibility and local buy-in. Innovation in technology offers a revolutionary chance.
WVE can adopt advanced tools such as predictive analytics to forecast donor trends and optimize campaign timing. Additionally, leveraging social media and mobile platforms to reach remote populations with targeted messaging can expand reach and engagement. Highlighting the role of technology in WVE’s programs, such as digital payment systems or e-learning initiatives, could attract tech-savvy donors and partners. Legal and regulatory considerations are another key area. Ensuring compliance with national and international legal frameworks in marketing materials and program operations can mitigate reputational risks and enhance donor trust. For instance, adhering to guidelines for transparency in reporting and ethical communication can significantly enhance the appeal of marketing campaigns to institutional donors and global partners.
The organization's appeal in competitive funding landscapes can be increased by showcasing successful environmental initiatives, such as water conservation or renewable energy projects. These real-world examples highlight the significance of incorporating a nuanced understanding of PESTLE factors into marketing strategies. For WVE, this approach can not only improve operational effectiveness but also position the organization as a forward-thinking leader in rural development, better able to navigate Ethiopia's complex development landscape. Lastly, environmental sustainability should be at the center of WVE's strategic marketing.
5.4. Conclusion
The examination of PESTLE elements demonstrates their significant and complex impact on WVE’s strategic marketing choices and operational efficacy in rural development initiatives. A comprehensive understanding of these external factors is crucial for aligning organizational strategies with changing environmental realities. This enhances operational sustainability, resource mobilization, and stakeholder engagement. Political factors, including governmental priorities, policy shifts, and stability, shape the operational framework of WVE. Marketing strategies aligned with national development agendas strengthen partnerships and amplify program impact. Economic challenges, such as inflation and fluctuating funding levels, necessitate innovative marketing messaging to sustain donor commitment. Social factors, particularly cultural alignment and community engagement, enhance marketing effectiveness by fostering local ownership and donor trust. Technological advancements offer transformative potential in data-driven marketing, targeted outreach, and impact demonstration. Legal and regulatory compliance ensures ethical communication and transparency, reinforcing WVE’s credibility. Additionally, addressing environmental concerns through sustainability-focused programs attracts environmentally conscious donors and stakeholders. Thus, WVE’s external environment is shaped by an interplay of PESTLE factors, requiring an agile and context-aware approach to strategic marketing.
5.5. Recommendation
To enhance strategic marketing effectiveness, WVE should:
1) Continuously monitor PESTLE factors to adapt to shifting external conditions.
2) Strengthen collaboration with government bodies to align with national policies and leverage policy-driven funding opportunities.
3) Develop adaptive financial strategies, such as impact-driven storytelling, to maintain donor engagement amid economic uncertainties.
4) Enhance community engagement through participatory marketing approaches that resonate with local values.
5) Invest in digital tools and innovative technologies for targeted outreach and performance tracking.
6) Maintain strict adherence to legal and ethical standards to safeguard reputation and compliance.
7) Promote sustainability initiatives to attract environmentally conscious partners and donors.
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