“…However, central to these attempts is the assumption that AMC are universally applicable; perceived as a contextfree construct. This highlights a significant limitation as underestimating the role of context (Gölgeci et al, 2019;Leischnig et al, 2014;Schilke & Goerzen, 2010) means that the idiosyncrasy of the crosssector collaboration setting is ignored (Murphy et al, 2012). NBC is a unique relationship as it brings together two sectors that are inherently different due to their diverse ideologies, institutional logic, business models, motives, culture, and value systems (Selsky & Parker, 2005); business mind-set is typically profit-centric and competitive-driven, whereas nonprofit organizations (NPOs) are sociallydriven, participative, and co-operative (Bryson et al, 2006;Berger et al, 2004).…”