Innovation in Collaboration between Firms and Nonprofit Organizations: The Italian Case
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AbstractThe work is focused on recent development in the relationship between the firms and nonprofit organizations in Italy. In this relationship successful companies are the ones able to operate in a proactive logic in the framework of their own community. In particular the work studied, throughout different way of analysis, state-of-the-art of partnerships in Italy, reasons for partnerships, their strengths and weaknesses and ways to make them effective and long-lasting, to promote virtuous circles and contaminations in both directions (from profit to nonprofit and inversely). The collaboration between for-profit and nonprofit has still ample margins for growth and improvement in Italy, both in quantity and quality, and especially in the creation of real social-oriented businesses. This alliance isn't only the acceptance of a system of ethics but is also the effect of a process of mutual contamination. It involves value systems and the growth of shared processes and organization structures, through a path in which the two cultures can meet influencing each other, developing relationship networks, competence sharing and so creating social capital. Key words: non profit organizations, partnership, partnership concept, marketing, collaboration, corporate social responsibility, fundraising, sponsorship, cause related marketing.