کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1004306 937835 2015 16 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Proposal of a social alliance success model from a relationship marketing perspective: A meta-analytical study of the theoretical foundations
ترجمه فارسی عنوان
پیشنهادی از مدل موفقیت اتحاد اجتماعی از دیدگاه بازاریابی رابطه: یک مطالعه متاآنالیز پایه های نظری
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری حسابداری
چکیده انگلیسی

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 based on Relationship Marketing Theory. They also analyse the theoretical bases of the model's hypotheses through a meta-analytical study of the existing literature.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: BRQ Business Research Quarterly - Volume 18, Issue 3, July–September 2015, Pages 188–203
نویسندگان
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