Integrated strategic partnerships between business and not-for-profit organisations: a case study from New Zealand

Article Type: Abstracts From: Strategic Direction, Volume 27, Issue 2

Palakshappa N., Bulmer S., Eweje G., Kitchen P.Journal of Marketing Communications, September 2010, Vol. 16 No. 4, Start page: 255, No. of pages: 14

This paper examines strategic partnerships between businesses and a not-for-profit organisation using an Integrated Marketing Communication (IMC)theoretical lens. The case study method is used to generate insights into a successful partnership between an internationally branded B2B organisation and a not-for-profit community service organisation. In-depth insights from the case suggest that such a partnership operates at an integrative and strategic level for both organisations. Rather than being conceptualised as a tactical sponsorship arrangement we suggest that such partnerships are worthy of more research to understand their role in generating competitive advantage and brand value within an overarching IMC programme.Article type: Case StudyISSN: 1352-7266Reference: 39AX106

Keywords: Not-for-profit, Partnership