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Managing strategic versus tactical green collaborations : a nonprofit perspective

Polonsky, Michael Jay, Garma, Romana and Chia, Norman 2004, Managing strategic versus tactical green collaborations : a nonprofit perspective, in ANZMAC 2004 : marketing accountabilities and responsibilities, proceedings, School of Marketing and International Business, Victoria University of Wellington, Wellington, N.Z., pp. 1-7.

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Title Managing strategic versus tactical green collaborations : a nonprofit perspective
Author(s) Polonsky, Michael Jay
Garma, Romana
Chia, Norman
Conference name Australian & New Zealand Marketing Academy. Conference (2004 : Victoria University of Wellington)
Conference location Wellington, New Zealand
Conference dates 29 November-1 December 2004
Title of proceedings ANZMAC 2004 : marketing accountabilities and responsibilities, proceedings
Editor(s) Wiley, Jim
Thirkell, Peter
Publication date 2004
Start page 1
End page 7
Publisher School of Marketing and International Business, Victoria University of Wellington
Place of publication Wellington, N.Z.
Keyword(s) collaboration
non-profit
strategy and tactics
Summary This exploratory study examines how non-profit organisations view collaborations with other organisations, based on the objective of the collaboration. This perspective has not been previously considered within the literature. Our findings suggest that non-profits believe there are differences in the management of collaborations depending on whether they are designed
to achieve strategic or tactical goals. The variables of power and managerial imbalance were found to impact on the perceived effectiveness of strategic collaborations while organisational compatibility was found to impact on the perceived effectiveness of tactical collaborations.
Notes Reproduced with the specific permission of the copyright owner.
ISBN 0475122143
9780475122148
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1.1 Full written paper - refereed
ERA Research output type E Conference publication
Persistent URL http://hdl.handle.net/10536/DRO/DU:30016346

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