AbstractManagement and marketing techniques that are of great value in private firms may not prove as important in voluntary and nonprofit organizations. The author highlights problems in the direct application of the so‐called generic approach to third sector organizations by examining small voluntary organizations in the Danish sports sector. He argues, first, that it may be unnecessary to apply generic management techniques; second, that it may be dysfunctional with regard to leadership and management; and, third, that the consequences of the chosen (generic) strategies may be detrimental to the function and image of the associations. Instead, theories of organization, strategic management, and marketing should recognize the special mix of competing, complementary, and overlapping values, rationales, and evaluation criteria that characterize small voluntary organization