Mapping Strategies Options for the Dutch Consumer Association

Describes how research was used to develop a new positioning for the Dutch Consumer Association, originally founded in 1953 to protect consumer interests.

Mapping Strategic Options for the Dutch Consumer Association

Frits Spangenberg Motivaction Amsterdam B.V. andLex Liebregts Consumentenbond (Dutch Consumer Association) The Netherlands

THE DUTCH CONSUMER ASSOCIATION: INNOVATION AT THE STRATEGIC AND OPERATIONAL LEVELS 

The Dutch Consumer Association is the oldest and largest organisation in the Netherlands engaged in protecting the interests of the consumer against the interests of producers and government. The association was founded in 1953 and has at present about 640,000 members.

In the mid1990s the association decided that it was time for a review of policy. Growth in membership was stagnating and the...

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