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E-Commerce Opportunities in the Nonprofit Sector: The Case of New York Theatre Group

Ayman Abuhamdieh (Indiana State University, USA) and Julie E. Kendall (Rutgers University, USA)

Copyright: © 2007 |Pages: 47

EISBN13: 9781605665689|DOI: 10.4018/ijcec.2007010102

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Abstract

The case study presents the experience of the New York Theatre Group (NYTG), a nonprofit performing arts organization, in integrating e-commerce in its operational practices. In particular, its strategic positioning and integration of its web presence into its business model is detailed, along with the consequences and lessons learned from this integration.