The role of relationship marketing on building B2B relations on the non-profit sector

• Autor(a) principal: Gonçalves, Márcia Silva
• Data de Publicação: 2019
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/19725
• topic: Organizations; Companies; Partnerships; Transparency; ONGs; Empresas; Parcerias; Transparência

This thesis presents the analysis of a theory that has the goal of not only making the partnerships between companies and NGOs easier to develop, but also to make them more effective and with a longer duration. The first step was the problem identification, followed by a literature review to support the concepts under the concept. Then, interviews to companies and NGOs were developed to understand the relevance of the variables to the organizations. The results were analyzed in a qualitative way and the conclusions were taken according to both types of organizations opinion. There are many reasons for these organizations to work together, but it is important for both of them to have common goals and trust in the partner, while hoping the partner expectations fulfilment for the partnership. The organizations also need to be represented with ethic and the representatives must show that they care about the well-being of the partner and partnership. Therefore, with some variables having more relevance than others, the theory was proved effective for both types of organizations. These conclusions led to the development of some suggestions to both parties, regarding the management of partnership and way of acting. This way, both partners must act with honesty, transparency and ethics, demonstrating flexibility and dedication towards the partner and the partnership agreement. It is also important to have a clear communication not only with the partner but also with the organization’s audience.