文章基本信息

标题：Proposal of a social alliance success model from a relationship marketing perspective: A meta-analytical study of the theoretical foundations
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作者：María Jesús Barroso-Méndez ; María Jesús Barroso-Méndez ; Clementina Galera-Casquet 等
期刊名称：BRQ Business Research Quarterly
印刷版ISSN：2340-9436
出版年度：2015
卷号：18
期号：3
页码：188-203
DOI：10.1016/j.brq.2014.09.002
语种：English
出版社：Elsevier
摘要：AbstractPartnerships 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.
关键词：Success model;Relationship marketing;Meta-analysis;Social alliances