Suchergebnisse

Forms and Categorization of the Relations between Not-for-Profit Organizations and the Private Sector: A Review The inter-organizational and inter-sectorial relations among not-for-profit organizations and the private sector have become very important in the past decade due to the fact that they represent an interesting alternative for solving the different problems said organizations face and satisfying their needs. Based on a theoretical review of the alliances between the organizations in these two sectors, it was possible to identify the motivations, the critical aspects and thirteen different types of relationships: brand-name alliances, contributions to institutional strengthening, search for and generation of markets, co-creation, contracts for brand-name or image licensing, corporative donations, entrepreneurial foundations, solidarity marathons, marketing with causes, political marketing, sponsorships, promotion or publicity and strategic society. These relationships are briefly described and catalogued according to the three models of dominance identified: benefit, state of the relationship and type of activities. Emphasis is given to the interest of firms in moving from traditional forms of philanthropy to strategic and commercial alternatives that involve, among other things, greater interactivity, commitment to a cause and development of different promotion alternatives, such as brand-name alliances and entrepreneurial foundations. ; Las relaciones interorganizacionales e intersectoriales entre las organizaciones sin fines de lucro y el sector privado han ganado gran importancia en la última década debido a que representan una interesante alternativa para solucionar los diferentes problemas que afrontan dichas organizaciones y satisfacer sus necesidades. A partir de una revisión teórica sobre las alianzas entre las organizaciones de estos dos sectores, se identificaron las motivaciones, los aspectos críticos y trece formas diferentes de relación: alianzas de marca, aportes al fortalecimiento institucional, búsqueda y generación de mercados, co-creación, contratos de licencia de marca o imagen, donaciones corporativas, fundaciones empresariales, maratones solidarias, marketing con causa, marketing político, patrocinios, promoción o publicidad conjunta y sociedad estratégica. Estas relaciones se describirán brevemente y se catalogarán de acuerdo con los tres modelos identificados de dominancia-beneficio, estado de la relación y tipo de actividades. Se destaca el interés de las empresas por migrar de formas tradicionales de filantropía a alternativas estratégicas y comerciales que involucren, entre otros, mayor interactividad, compromiso con la causa y desarrollo de diferentes alternativas de promoción, como por ejemplo las alianzas de marca y las fundaciones empresariales.

Forms and Categorization of the Relations between Not-for-Profit Organizations and the Private Sector: A Review The inter-organizational and inter-sectorial relations among not-for-profit organizations and the private sector have become very important in the past decade due to the fact that they represent an interesting alternative for solving the different problems said organizations face and satisfying their needs. Based on a theoretical review of the alliances between the organizations in these two sectors, it was possible to identify the motivations, the critical aspects and thirteen different types of relationships: brand-name alliances, contributions to institutional strengthening, search for and generation of markets, co-creation, contracts for brand-name or image licensing, corporative donations, entrepreneurial foundations, solidarity marathons, marketing with causes, political marketing, sponsorships, promotion or publicity and strategic society. These relationships are briefly described and catalogued according to the three models of dominance identified: benefit, state of the relationship and type of activities. Emphasis is given to the interest of firms in moving from traditional forms of philanthropy to strategic and commercial alternatives that involve, among other things, greater interactivity, commitment to a cause and development of different promotion alternatives, such as brand-name alliances and entrepreneurial foundations. ; Las relaciones interorganizacionales e intersectoriales entre las organizaciones sin fines de lucro y el sector privado han ganado gran importancia en la última década debido a que representan una interesante alternativa para solucionar los diferentes problemas que afrontan dichas organizaciones y satisfacer sus necesidades. A partir de una revisión teórica sobre las alianzas entre las organizaciones de estos dos sectores, se identificaron las motivaciones, los aspectos críticos y trece formas diferentes de relación: alianzas de marca, aportes al fortalecimiento institucional, búsqueda y generación de mercados, co-creación, contratos de licencia de marca o imagen, donaciones corporativas, fundaciones empresariales, maratones solidarias, marketing con causa, marketing político, patrocinios, promoción o publicidad conjunta y sociedad estratégica. Estas relaciones se describirán brevemente y se catalogarán de acuerdo con los tres modelos identificados de dominancia-beneficio, estado de la relación y tipo de actividades. Se destaca el interés de las empresas por migrar de formas tradicionales de filantropía a alternativas estratégicas y comerciales que involucren, entre otros, mayor interactividad, compromiso con la causa y desarrollo de diferentes alternativas de promoción, como por ejemplo las alianzas de marca y las fundaciones empresariales.

This article details an eclectic bibliometric method to study brand personality, identifying theoretical buildings and possible emerging research topics across marketing science fields. A mix of diverse bibliometric software and multiple correspondence analyses related to the topic supports considerations of four methodological phases, in particular: (1) research overview, (2) authors, (3) semantics, and (4) models. The bibliometric findings offer a catalog of BP research approaches. A comparison of research trends associated with renowned marketing science organizations and the current analyses suggest emerging research topics. Continued research should adopt and improve bibliometric methods and multiple correspondence analyses, despite to their heterogeneity.

Purpose
This paper aims to present the literature review on engagement in marketing, specifically on the concept of actor engagement (AE), to identify the most influential countries, authors, journals and institutions, their structure and research lines.


Design/methodology/approach
This review was carried out from a bibliometric and network analysis of documents published in the Scopus and Web of Science databases.


Findings
A total of 223 documents were found that were scientifically mapped in this field. The network analysis identified four perspectives or research clusters: customer engagement, the conceptualization, co-creation of value and service ecosystems. Finally, the agenda for future research is presented.


Originality/value
This paper carries out a bibliometric and network analysis, so far not done, of the literature on AE in which its perspectives and future lines of research were identified.