PurposeThe focus of this research is to present a case study of a small Latvian-based non-profit organization (NPO), O fonds (Oncology Foundation), and how they are an exemplar of the challenges facing NPOs in countries that do not have a strong history of NPO success. The research is supported through primary data collection of multiple interviews and correspondence with the key informant of O fonds, the CEO. These insights were supported with secondary data analysis of the history of NPOs in emerging markets, as well as the history of cancer screening in Latvia.Design/methodology/approachIn order to address the gap in the existing research literature, a single firm case analysis was selected to provide the context of the study. A series of semi-structured questions focused on O fonds branding and rebranding activities were posed to the CEO of the firm. Subsequent personal interviews were conducted to analyze and interpret the original results. This primary data were linked to secondary data about the practices of O fonds, NPOs in Latvia and the roles and challenges of NPOs in emerging markets.FindingsThe analysis of the findings from the primary data collection found that O fonds' rebranding effort helped to achieve a more stable and significant place for NPOs in the healthcare sector in Latvia and of equal importance with the Latvian general public. Tangible results included more financial support from donors, with an added benefit of increased joint marketing activities with corporate donors. Furthermore, active involvement with O fonds and medical professionals resulted from the rebrand. Also, there was an increase in referral patients to O fonds so they could attempt to get these people support for cancer screening.Research limitations/implicationsQuestions as to issues of validity from the use of a single case study, and greater issues with a single case, single interview method are acknowledged. This potential limitation, with respect to this study, was deemed to be lessened based on the use of multiple interviews and sourcing of secondary company material with the CEO of O fonds. Further support by way of sharing of a secondary data, and organizational insights helped to address any major limitations in the research methodology, as helpful information and materials that might not have been readily available, or unavailable without this level of trust, could be obtained.Practical implicationsExploring how NPOs can rebrand their firm to better meet the needs of society and be most impactful will contribute to both managerial practice and academic literature. By examining how a non-profit rebranding process occurs, in an emerging economy, and determining how effective rebranding can be utilized as a turnaround strategy, is a contribution of this research. Given the limited non-profit rebranding literature, particularly in emerging markets, this study provides exploratory insights within a new context to help propel the field of knowledge.Social implicationsNPOs have been shown to play a valuable role in communities across many regions of the world as NPOs enable citizens to come together to collectively work toward a common goal with the purpose of bettering society. With respect to the focus on O fonds their aim of increasing early detection of cancer continues to rise, but more positively, the incidents of treatable cancer are also rising as the result of the former. Regrettably, this positive trend in increased cancer screening does not equate to lower mortality rates across all countries, particularly countries in emerging markets such as Latvia.Originality/valueThis is one of the first known studies of an NPO in the emerging market of Latvia, in general, and in the Latvian healthcare sector specifically. As there is a dearth of research in this field of study, and the fact that NPO growth is a critical component of society growth in emerging markets, there is an important contribution to be made to both practice, and society, from the findings from this research.
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