Details

Case

Aasha

Nadia Ejaz

INDUSTRY : NGO Management

AREA : Marketing

ORGANIZATION : Aasha

LENGTH : 4

LUMS No : 04-2337-2005-1

PUBLICATION YEAR : 2005

KEYWORDS:

Aasha,NGO,Marketing,Business and Professional Development of Women,Placements,Funding,Urbanization,Culture,Social Progress

DESCRIPTION:

In November 2003 Tahira Hameed, the President of Aasha, a small Lahore-based NGO for the business and professional development of women, entered her office to find the latest annual report lying on her table. As she flipped through the report, two things became clear i.e., funding and the placement service of the organization had declined. Tahira realized that it was time to make some decisions. The case focuses on a small women¿s NGO which faces challenges with regard to donor relations, funding and sustainability. The case draws attention to the complex and highly political relationship between donors and NGO managers, and creates an awareness on the wider contexts in which NGOs operate (be they government policies, demographic changes, urbanization or cultural attitudes). The case also highlights gender as a constitutive social process that poses a problem to the idea of a ¿neutral¿ development agenda. 

LEARNING OBJECTIVES:

On a conceptual level, the case will prompt students to appreciate the ethnographic approach to understanding development. Such an approach requires micro-level analysis with an emphasis on the lived reality of key stakeholders. Analytically, the case encourages students to analyze a problem, identify a list of variables, short-list the most relevant and critical variables, and devise an implementation plan. In terms of presentation skills, the case requires students to sift through information, identify missing information, and suggest ways of enhancing the given-data set.

SUBJECTS COVERED:

Marketing, NGO Management