Business-nonprofit partnerships as a driver of internal marketing in nonprofit organizationsConsequences for nonprofit performance and moderators

  1. Luis Ignacio Alvarez-González 1
  2. Nuria García-Rodríguez 1
  3. Marta Rey-García 2
  4. María José Sanzo-Perez 1
  1. 1 Universidad de Oviedo
    info

    Universidad de Oviedo

    Oviedo, España

    ROR https://ror.org/006gksa02

  2. 2 Universidade da Coruña
    info

    Universidade da Coruña

    La Coruña, España

    ROR https://ror.org/01qckj285

Revista:
Business Research Quarterly

ISSN: 2340-9444,  2340-9436

Año de publicación: 2017

Volumen: 20

Número: 2

Páginas: 112-123

Tipo: Artículo

DOI: 10.1016/J.BRQ.2017.01.001 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Business Research Quarterly

Resumen

Las organizaciones sin fines de lucro (OSFL) enfrentan presiones competitivas derivadas de complejos desafíos económicos y sociales. Su capacidad para cumplir con su misión depende cada vez más del desarrollo de alianzas exitosas con partes interesadas externas e internas clave, incluidas las relaciones cooperativas entre organizaciones. En este contexto, el objetivo de esta investigación es analizar: (1) en qué medida las asociaciones entre empresas y organizaciones sin fines de lucro (BNPP) fomentan el desarrollo de un enfoque de marketing interno por parte de las OSFL; (2) el impacto de este enfoque de la gestión de recursos humanos en el desempeño de las organizaciones sin fines de lucro; y (3) el posible efecto moderador de la estrategia de financiamiento de la organización sin fines de lucro. Esta investigación empírica, basada en una encuesta a una muestra representativa de OSFL españolas, muestra que las relaciones de cooperación entre organizaciones sin fines de lucro y comerciales están estrechamente asociadas con un proceso de transferencia de conocimiento, lo que resulta en un mejor desempeño sin fines de lucro; aunque estos efectos positivos dependen de la capacidad de las OSFL para generar ingresos a partir de fuentes comerciales.

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Información de financiación

The authors acknowledge funding provided by the Spanish Ministry of Economy and Competitiveness, as part of its R&D Plan (2009---2011), for the project entitled ‘‘Foundations as a key factor of Spanish firms’ corporate social responsibility strategy. Bi-directional analysis of the foundation-firm relationship following a marketing approach’’ (MICINN-09-ECO2009-11377).

Financiadores

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