Partnerships from the Downstream Perspective: The Role Strategic Alliances Play in Implementing Social Marketing Programs

Investigating social marketing sponsorships: Terminology, stakeholders, and objectives

“…It also appears possible that some partners are not in fact sponsors -their role is more to provide leverage and reach to social marketing campaigns (Bentz et al, 2005;Lagarde et al, 2005). Also, in some cases, organizations may have separate accounting budgets for both sponsorship and for philanthropic donations.…”

“…The first sponsor recommended a second commercial partnersupporting the literature which suggests that social marketing sponsors/partners bring their networks, contacts, and credibility to the sponsorship/partnership which they in turn make available to the sponsee or not for profit partner (Bentz et al, 2005;Lagarde et al, 2005). The social marketing sponsorship was found to be quite complex, involving a mix of more than 15 private and public sector organizations.…”

Social marketing partnerships: Evolution, scope and substance

“…While there is widespread acceptance of partnerships as the 5th P in the social marketing mix, it is important to recognize that a lack of definition or consensus of what exactly constitutes a partnership has resulted in semantic ambiguity and conceptual confusion. Social marketing partnerships appear to mean different things to different people in different contexts (Lagarde et al, 2005). They are alluded to in many different ways throughout social marketing academic texts, training manuals, courses, conferences and case studies.…”

“…For instance, debate continues to surround the identity of funding bodies; a funder can be a stakeholder, sponsor and in some instances, a partner. Although committed to change activities, this stakeholder type of relationship has been criticized for lacking depth if participation is limited to annual meetings (Lagarde et al, 2005).…”

“…Taxonomy 1: Typology of Non-profit Competition (Rothschild et al, 2000); Taxonomy 2: Goal Convergence, Trust and Contacts in Social Marketing Partnerships (Lagarde et al, 2005); Taxonomy 3: A Multi-Relationship Model of Social Marketing (Hastings, 2003(Hastings, , 2007; and Taxonomy 4: A Partnership Continuum (Donovan and Henley, 2010).…”