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

摘要: Abstract 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 two types organizational rationale generate mutual value. Many such alliances proved be unsuccessful, however. To assist managers improve likelihood success their collaborative relationships, authors propose a model business-NGO partnering processes based on Relationship Marketing Theory. They also analyse theoretical bases model's hypotheses through meta-analytical study existing literature.