Formas y categorización de las relaciones entre las organizaciones sin fines de lucro y el sector privado: una revisión
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Autores
Morales Romero, Adriana
Director
Tipo de contenido
Trabajo de grado - Maestría
Idioma del documento
EspañolFecha de publicación
2012
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Resumen
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, Cocreación, 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.
Abstract. Interorganizational and intersectoral relations among nonprofit organizations and the private sector have gained importance in the last decade due that theyrepresent an interesting alternative to solve the problems facing by these organizations and satisfice their needs. From a theoretical review on partnerships between organizations in the two sectors were identified motivations, critical aspects and thirteen different forms of relationship: brand alliances, contributions to institutional strengthening, search and generation markets, co-creation, contracts license of trademark or picture, corporate donations, corporate foundations, marathons of solidarity, cause related marketing, political marketing, sponsorships, joint advertising or promotion and joint ventures. These relationships will be briefly described and cataloged according to the three identified models of dominance-benefit, relationship status and activities. It highlights the interest of companies to migrate from traditional forms of philanthropy to strategic and commercial alternatives that involve, among other more interactivity, commitment to the cause and development of promotional alternatives, such as brand partnerships and corporate foundations.
Abstract. Interorganizational and intersectoral relations among nonprofit organizations and the private sector have gained importance in the last decade due that theyrepresent an interesting alternative to solve the problems facing by these organizations and satisfice their needs. From a theoretical review on partnerships between organizations in the two sectors were identified motivations, critical aspects and thirteen different forms of relationship: brand alliances, contributions to institutional strengthening, search and generation markets, co-creation, contracts license of trademark or picture, corporate donations, corporate foundations, marathons of solidarity, cause related marketing, political marketing, sponsorships, joint advertising or promotion and joint ventures. These relationships will be briefly described and cataloged according to the three identified models of dominance-benefit, relationship status and activities. It highlights the interest of companies to migrate from traditional forms of philanthropy to strategic and commercial alternatives that involve, among other more interactivity, commitment to the cause and development of promotional alternatives, such as brand partnerships and corporate foundations.