Alliances for social good: the effect of purpose-based aims on alliance governance

Toon, Mark ORCID: https://orcid.org/0000-0001-9455-3316 2024. Alliances for social good: the effect of purpose-based aims on alliance governance. Presented at: Academy of Marketing 2024 Annual Conference and Doctoral Colloquium, Cardiff, 1 - 4 July 2024. Published in: Strong, C., Bosangit, C., Koenig-Lewis, N., Lee, Z., Moldes Andres, O. and Rosier, E. eds. Proceedings of Academy of Marketing 2024 Annual Conference and Doctoral Colloquium.

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Abstract

This theoretical paper investigates marketing for social good within the alliance context. We investigate the impact of purpose-based aims on alliance governance. Specifically, we propose that alliance aims that are purpose-based will drive collaborative success because they function as an extension to relational governance where the usual levers of social exchange – reciprocity and social capital - can be hard to establish and difficult to sustain in complex alliance scenarios.

Item Type:	Conference or Workshop Item - published (Other)
Date Type:	Published Online
Status:	Published
Schools:	Schools > Business (Including Economics)
Subjects:	H Social Sciences > H Social Sciences (General)
ISBN:	9781399990608
Related URLs:	https://academyofmarketing.org/am2024-co...
Date of First Compliant Deposit:	7 April 2025
Date of Acceptance:	4 April 2024
Last Modified:	29 Jan 2026 14:48
URI:	https://orca.cardiff.ac.uk/id/eprint/177459

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