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Nonprofit organizations and social-alliance portfolio size: Evidence from website content analysis

Al-Tabbaa, O., Lamelas, Carmen, Konara, Palitha, Leach, Desmond (2021) Nonprofit organizations and social-alliance portfolio size: Evidence from website content analysis. Industrial Marketing Management, . ISSN 0019-8501. (Access to this publication is currently restricted. You may be able to access a copy if URLs are provided) (KAR id:85274)

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Official URL
https://doi.org/10.1016/j.indmarman.2020.12.006

Abstract

Business-Nonprofit Partnership (BNP) has been widely regarded as a vital approach for public value creation and social innovation. At the same time, many studies show a positive association between the size of an organization’s portfolio of partners and its overall performance and innovation. Building on these insights, we contribute to the BNP literature by drawing on the relational view to theorize and empirically examine the conditions that underpin the effectiveness of nonprofit organizations (NPOs) in establishing collaborative linkages with the private sector (i.e. to determine the size of their portfolio of business partners). Data were compiled from the websites of NPOs (n=102) that were collaborating with FTSE 100 companies. The results of regression analysis show that the ability of NPOs to deliver economic rent (to business partners) and to establish calculative trust (pre-collaboration trust) positively predictstheir portfolio size. Furthermore, the results indicate that the ability to create social value also positively predicts portfolio size but only for larger NPOs, and that the delivery of collaboration options negatively predicts portfolio size. We discuss these findings in regard to

implications for research and practice.

Item Type: Article
Uncontrolled keywords: Nonprofit-business collaboration; website content analysis; relational view, social innovation, organizational sustainability
Subjects: H Social Sciences > HF Commerce > HF5415 Marketing
Divisions: Divisions > Kent Business School - Division > Department of Marketing, Entrepreneurship and International Business
Depositing User: Omar Altabbaa
Date Deposited: 02 Jan 2021 09:30 UTC
Last Modified: 08 Oct 2021 15:51 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/85274 (The current URI for this page, for reference purposes)
Al-Tabbaa, O.: https://orcid.org/0000-0003-2669-4576
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