Dimensions of Business and Nonprofit Collaborative Relationships

Walter Wymer · Sridhar Samu

211 citations0/0 files storedJournal of Nonprofit & Public Sector Marketing

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Nonprofit Sector and Volunteering Corporate Social Responsibility and Sustainability Business Strategy and Innovation

Abstract

SUMMARY Collaborative relationships between businesses and nonprofits have grown tremendously in the last few years. These cross-sector alliances are different from within-sector alliances (business-business alliances) which has been examined in prior research, and include corporate philanthropy, corporate foundations, licensing agreements, sponsorships, transaction based promotions, joint issue promotions, and joint ventures. This paper discusses the growth, size, and scope of various business and nonprofit collaborative relationships and develops a typology of these relationships. Motivations for business-nonprofit collaborations and expected outcomes are presented as well as fruitful topics for further investigation.

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References

1994The Commitment-Trust Theory of Relationship Marketing 1987Developing Buyer-Seller Relationships 1992The Changing Role of Marketing in the Corporation 1988Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy 1993Organizing Successful Co-Marketing Alliances 2000Strategic Collaboration Between Nonprofits and Businesses 1997Marketing Social Change: Changing Behavior to Promote Health, Social Development, and the Environment 1996Strategic alliances: An entrepreneurial approach to globalization

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