Business Magazine

Putting the ‘business’ in Business Association

Posted on the 14 June 2011 by Center For International Private Enterprise @CIPEglobal
Putting the ‘business’ in business association

Hammad Siddiqui, CIPE Program Manager, facilitating a workshop for women's business associations in Pakistan. (Photo: CIPE)

After having worked with over 100 business associations (chambers, trade association, women chambers) in Pakistan and several international locations such as Nepal, Bangladesh, Azerbaijan etc, I can confidently say that the missing piece of the puzzle for many chambers is their marketing function.

In the developing countries, bringing professionalism and reducing politicization in business associations is a daunting task. In such countries business associations are generally formed by a group of influential business people, and despite several years of election process, what I call “Founder’s Syndrome” remains the dominating factor. Elected leadership is still bound to take ‘guidance’ from the founders who are now retired and have little interest in providing service to members.

Astonishingly, most founders I have interacted with do not consider business associations a business. Their concept of non-profit is an organization that is NOT required to make profits and run more like a charity! As a result, many of the chambers I have encountered over the years are lacking in key business functions.

As Peter Drucker says, “Any business enterprise has two and only two, basic functions – marketing and innovation. Peter emphasises on the importance of marketing: “Any organization in which marketing is either absent or incidental is not a business.” My opinion is that business associations are required to focus on two major areas: service and marketing.

Innovation, service, marketing and branding are closely intertwined. Innovation introduces products or services, marketing understands these products or services and creates a brand value for this customers, in case of business associations, their members.

In my view, there is a need to engage business associations in debate on becoming “innovative” and forward looking organizations and essentially introducing a completely integrated marketing function within. That perhaps is the best route to bring these business associations in tandem with the modern dynamics of business organizations.


You Might Also Like :

Back to Featured Articles on Logo Paperblog

These articles might interest you :

  • Refreshing Flower Vases

    Refreshing Flower Vases

    The sun is bright. Fresh produce is in abundance. Vivid flowers are dancing in wind. I can’t help sharing refreshing flower vases that are exotic and quite... Read more

    12 hours, 49 minutes ago by   Vsudarsan
    HOME, INTERIOR DESIGN
  • Concert Review: They See Perpetual Change

    Concert Review: They Perpetual Change

    Yes celebrate fifty years of music on Staten Island. by Paul J. Pelkonen The men of Yes (Steve Howe, Geoff Downes, John Davison, Jay Schellen, Alan White... Read more

    13 hours, 13 minutes ago by   Superconductor
    CULTURE, THEATRE & OPERA
  • 5 Pieces of Essential Event Advice

    Pieces Essential Event Advice

    Each year, event and meeting professionals gather at conferences where speakers discuss trends, education and ideas for inspired event management. Attendees at ... Read more

    14 hours, 30 minutes ago by   Marketingtango
    BUSINESS, MARKETING & ADVERTISING
  • Paula Abdul – Tour Celebrating 30 Years As A Pop And Dance Icon

    Paula Abdul Tour Celebrating Years Dance Icon

    Grammy Award-winning pop legend and dance superstar Paula Abdul has announced a new North American tour this fall – STRAIGHT UP PAULA! – her first solo outing i... Read more

    14 hours, 34 minutes ago by   A Beauty Feature
    FASHION, HAIR & BEAUTY, LIFESTYLE
  • Food Review: Julie’s Kopitiam, Shawlands, Glasgow

    Food Review: Julie’s Kopitiam, Shawlands, Glasgow

    53 total views, 53 views today Julie’s Kopitiam – finally! Eventually, we (or Mrs Foodie did at least!) make it to Julie’s Kopitiam. Read more

    The 17 July 2018 by   Emma
    DESTINATIONS, DINING OUT, FOOD & DRINK
  • Sedo Weekly Sales Led by BTCexchange.com

    Sedo released their weekly sales and BTCexchange.com led the way at $55,000. okdo.com was the second highest sale at 35,000 GBP ($45,906). 46 .com sales 24 cctl... Read more

    The 17 July 2018 by   Worldwide
    BUSINESS, TECH
  • River Town Saints at the 2018 Calgary Stampede – Nashville North

    River Town Saints 2018 Calgary Stampede Nashville North

    Ottawa, ON's River Town Saints made their way to Calgary to play at Nashville North during the 2018 Stampede, and the five boys from Ontario went all in! One... Read more

    The 17 July 2018 by   Phjoshua
    LIFESTYLE, SELF EXPRESSION

Magazine