The paper offers a critical review of the forms of corporate community involvement (CCI) including: corporate philanthropy, benefaction, patronage, sponsorship and cause related marketing (CRM) and partnership. It discusses the differences/similarities and compares the limitations of the transactional forms of interaction with the latest form of partnership. The paper suggests that the form of partnership represents a shift towards a non-linear business model of CCI, that is moving away from an outcome towards a process orientation. Three factors are identified conditioning the successful implementation and sustainability of partnerships which are linked with the previous limitations of transactional approaches of interaction. Finally, the paper puts forward three propositions in order for partnerships to: (1) contribute to the increase of institutional trust among organisations and across sectors; (2) assist in balancing the dynamics across the sectors and (3) appreciate the process of interaction as a source of benefits.
Commercial sponsorship has continually adapted to the needs of the market. The purpose of this paper is to tracks these changes and draw out the evolution in management capabilities required to manage sponsorship effectively. Five distinct approaches to sponsorship have been identified from an extensive review of the literature, including: the philanthropic approach, the market-centred approach, the consumer-centred approach, the strategic resource, and finally the relations and networks approach. By examining these approaches, the paper identifies key capabilities required for the future of sponsorship, including network visioning, network orchestration, and relationship portfolio management. This is presented in a four-level framework for sponsorship network management. This paper serves two key audiences. On the one hand, for sponsorship managers, it examines past and future capabilities required to manage sponsorship effectively. For researchers, the paper historically reviews the emergence of sponsorship capabilities and sets out a research agenda to progress our understanding on a network perspective on sponsorship.
Although atopic dermatitis generally responds to topical therapy, small numbers of patients have severe resistant disease despite second-line therapies. High-dose intravenous immunoglobulin has been suggested to be of benefit in a small number of reports. We have conducted an open, single-centre study of adjunctive high-dose intravenous immunoglobulin (Flebogamma 5%). Six patients received treatment at 2 g kg(-1) month(-1) for 6 cycles, with a 3-month follow-up period. Skin scores, lymphocyte phenotypes and intracellular cytokine analysis were performed. Four of six patients had major improvements in skin scores and the overall reduction was significant (p = 0.035). CD4+ T-cell numbers fell following high-dose intravenous immunoglobulin infusions, recovering by the next cycle. T-cell CD69 expression decreased to 60% of baseline values. Reductions in the proinflammatory cytokines IFN-gamma and TNF-alpha were non-significant. Adjunctive high-dose intravenous immunoglobulin may be a useful therapeutic approach in adults with severe treatment-resistant atopic dermatitis, but it will require further assessment in randomized controlled trials to establish this.
Purpose -This paper aims to present an interactions and networks approach (INA) to the issue of change for sustainability, which can bring business out of the firm-centric impasse and lead to collaborative action and transformation. Design/methodology/approach -This paper builds upon the extant relational theories in management, and presents a holistic multi-level framework (the system/network, issue-based or strategic nets, dyadic relationships and the network organization) to conceptualize change for sustainability. Findings -By adopting INA business is able to discuss: the nature and role of the network in building systems level change; the role of dyadic relations as a central mechanism for change; and the nature of organizational level capabilities necessary to enhance learning for sustainability. Research limitations/implications -Areas of future inquiry include examination of the dynamics of intra-stakeholder relationships over time, specifically the development of actors' attitudes, behavior and cognition in business networks alongside how actors perceive and capitalize on network embedded learning. Further scholarly attention in these areas can further the appreciation of how an INA can assist in building more sustainable organizational futures. Practical implications -The paper builds on the concept of "ecological literacy" at an organizational level, and considers the specific capabilities required including network visioning, orchestration and the ability to perceive the "other" as partners in creating new market realities. Moreover, it discusses the role and importance of firm "change agent power" in this regard. Originality/value -By building on an INA approach, the paper provides an important conceptual stepping stone towards the ongoing realization of sustainable organization and market forms.
PurposeThis paper seeks to examine how sustainable SMEs utilize their networks. Here utilization refers to activities SMEs perform in network and how the SMEs are influenced by and influence networks. While the importance of networks has been acknowledged in SME marketing research, linking sustainability to SME networking has been a more neglected area of research.Design/methodology/approachA multiple case study of two Finnish SMEs operating in the food sector was conducted for this study. The main methods applied to gather the research data were group and individual interviews.FindingsThis study shows that SMEs utilize their networks as a source of opportunities and resources and their networks can serve as an avenue for change towards sustainability. Moreover, learning in the network was identified as a key process through which the enterprises and the network evolve.Research limitations/implicationsThe main limitation of this paper is that the case study interviews were conducted at a single point in time and thus the study is based on historical instead of follow‐up data.Practical implicationsSMEs are encouraged to develop skills (e.g. willingness to solve problems), which on the one hand, help them to utilize the network as a source of opportunities and resources and, on the other hand, influence the network to develop it further.Originality/valueThis paper demonstrates that SMEs utilized their networks to bring about enhanced sustainability, a perspective less understood in previous research. Moreover, the study connects sustainability to SME networking, which is also less studied, but a highly valuable way for resource‐constrained SMEs to enhance social and ecologic sustainability.
The emphasis of current research into cultural sponsorship has been on understanding the key factors required for successful sponsorship relationships and also understanding the causal factors of relationships ending prematurely or relationships fading. This paper considers the importance of the interpersonal ties that develop between the employees of the sponsoring and the sponsored organisation. Then, by utilising research on the ending of business relationships and drawing on Fiske's (1992) Relational Models Theory with its extension into the discussion of 'taboo trade-offs', the paper examines the nature and management of emotions when such sponsorship relationships end. We find that boundaryspanning agents employ behavioural and cognitive defence mechanisms to ameliorate pressures faced at this time, which are evidenced in their attempts to resist management calls to end the relationship.
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