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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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.
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