Partnerships between nonprofit organizations and businesses : legitimacy for sale, but at what cost?

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McKenzie, Gail
University of Lethbridge. Faculty of Management
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Lethbridge, Alta. : University of Lethbridge, Faculty of Management, c2008
This study explores partnerships between nonprofit organizations (NPOs) and businesses. In particular, it focuses on the motivations of the NPOs in such partnerships as they relate to the legitimacy concerns of organizations when viewed through the lens of neoinstitutional theory. The data were collected via semi-structured phone interviews with managers of nonprofit organizations from the United States. The transcripts were analyzed iteratively using a thematic analysis. Results indicate that NPOs may be trying to recapture eroded moral legitimacy with the public through partnerships with businesses. However their bargain to seek gains in their pragmatic legitimacy with their business partner by increasing the business’ social legitimacy appears to be potentially at the expense of losing cognitive legitimacy with their clients.
ix, 105 leaves ; 29 cm
Nonprofit organizations , Business enterprises , Joint ventures , Strategic alliances (Business)