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ASAE Releases Book Providing Associations with Strategies for New Normal
Date:2/27/2013

WASHINGTON, Feb. 27, 2013 /PRNewswire-USNewswire/ -- How can associations compete effectively in a "new normal" characterized by complex challenges in the marketplace, member preferences, technology, and other areas? Road to Relevance: 5 Strategies for Competitive Associations, available from ASAE's publishing arm, Association Management Press, equips association executives and volunteers with strategic yet practical guidance for focusing, delivering value, and eschewing distractions in the real and very dynamic environment in which they operate.  

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Authors Harrison Coerver and Mary Byers , CAE, who wrote the predecessor bestseller Race for Relevance, point out that for organizations to be successful, their strategies have to align with industry and market conditions as well as internal functions and capabilities. Too often in trying to create a winning value proposition, associations attempt to be too many things to too many people, which reduces the organization's significance and risks irrelevance. It's critical for associations to pick the right priority in order to move forward.

"Tradition—not strategy – is the master of most associations," said co-author Harrison Coerver . "In today's competitive environment, many associations are trying to do too much while facing single-minded competitors. And, on top of that, a lot of resources are wasted and under-utilized in associations, making them overweight and out of shape while vying with lean competitors. Associations need to 'Wake up and smell the competition.' We outline five strategies that lead a relevant association to successfully compete in the new norm
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SOURCE American Society of Association Executives
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