Proposal of a social alliance success model from a relationship marketing perspective: A meta-analytical study of the theoretical foundations

María Jesús Barroso-Méndez, Clementina Galera-Casquet, Víctor Valero-Amaro
2015 Business Research Quarterly  
Partnerships between businesses and non-governmental organizations (NGOs) have become widely adopted mechanisms for collaboration in addressing complex social issues, the aim being to take advantage of the two types of organizational rationale to generate mutual value. Many such alliances have proved to be unsuccessful, however. To assist managers improve the likelihood of success of their collaborative relationships, the authors propose a success model of business-NGO partnering processes
more » ... on Relationship Marketing Theory. They also analyse the theoretical bases of the model's hypotheses through a meta-analytical study of the existing literature.
doi:10.1016/j.brq.2014.09.002 fatcat:xuj7fw4r75hnxcrtgw32gwvenm