Artikel

Business-nonprofit partnerships as a driver of internal marketing in nonprofit organizations: Consequences for nonprofit performance and moderators

Nonprofit organizations (NPOs) confront competitive pressures derived from complex economic and societal challenges. Their capacity to fulfil their mission increasingly depends on developing successful alliances with key external and internal stakeholders, including cooperative interorganizational relationships. In this context, the aim of this research is to analyze: (1) to which extent business-nonprofit partnerships (BNPPs) foster the development of an internal marketing approach by NPOs; (2) the impact of this approach to human resource management on nonprofit performance; and (3) the possible moderating effect of the funding strategy of the nonprofit. This empirical research, based on a survey to a representative sample of Spanish NPOs, shows that cooperative relationships between nonprofit and business organizations are closely associated with a process of knowledge transfer, resulting in improved nonprofit performance; although these positive effects depend on the capacity of NPOs to generate income from commercial sources."

Sprache
Englisch

Erschienen in
Journal: BRQ Business Research Quarterly ; ISSN: 2340-9436 ; Volume: 20 ; Year: 2017 ; Issue: 2 ; Pages: 112-123 ; Barcelona: Elsevier España

Klassifikation
Management
Thema
Business-nonprofit partnerships
Internal marketing
Nonprofit organizations
Nonprofit performance
Commercial revenues in nonprofits

Ereignis
Geistige Schöpfung
(wer)
Álvarez-González, Luis Ignacio
García Rodríguez, Nuria
Rey-García, Marta
Sanzo-Perez, María José
Ereignis
Veröffentlichung
(wer)
Elsevier España
(wo)
Barcelona
(wann)
2017

DOI
doi:10.1016/j.brq.2017.01.001
Handle
Letzte Aktualisierung
10.03.2025, 11:45 MEZ

Datenpartner

Dieses Objekt wird bereitgestellt von:
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. Bei Fragen zum Objekt wenden Sie sich bitte an den Datenpartner.

Objekttyp

  • Artikel

Beteiligte

  • Álvarez-González, Luis Ignacio
  • García Rodríguez, Nuria
  • Rey-García, Marta
  • Sanzo-Perez, María José
  • Elsevier España

Entstanden

  • 2017

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