När det ideella möter vinst
(2025) FEKH29 20251Department of Business Administration
- Abstract
- Title: When Nonprofit Meets Profit – A qualitative study exploring attitudes towards strategic collaborations between non-governmental organizations and commercial companies
Research Question: How are stakeholder’s attitudes and perceptions influenced by strategic collaborations between non-governmental organizations and commercial companies?
Purpose: The purpose of this study is to examine how strategic collaborations between non-governmental organizations and commercial companies are perceived by external stakeholders. The study aims to deepen the understanding of the attitudes that arise in connection with such partnerships, as well as the underlying factors that influence stakeholders' perceptions. Finally, from a stakeholder... (More) - Title: When Nonprofit Meets Profit – A qualitative study exploring attitudes towards strategic collaborations between non-governmental organizations and commercial companies
Research Question: How are stakeholder’s attitudes and perceptions influenced by strategic collaborations between non-governmental organizations and commercial companies?
Purpose: The purpose of this study is to examine how strategic collaborations between non-governmental organizations and commercial companies are perceived by external stakeholders. The study aims to deepen the understanding of the attitudes that arise in connection with such partnerships, as well as the underlying factors that influence stakeholders' perceptions. Finally, from a stakeholder perspective, the study seeks to explore which form of collaboration is perceived as most beneficial.
Methodology: A qualitative research method was applied. Five focus group interviews, consisting of 3-4 participants per group, were conducted to capture attitudes towards strategic collaborations between non-governmental organizations and commercial companies. The sampling was based on convenience sampling.
Theoretical perspectives: Legitimacy Theory, Brand Theory, Balance Theory, Stakeholder Theory
Result: The respondents generally have a positive view of collaboration between non-governmental organizations and companies, but their attitudes are shaped by demands for transparency, value alignment, and genuine social commitment, where suspicions of greenwashing and value conflicts can reduce both trust and willingness to donate.
Conclusions: People’s attitudes toward collaborations between non-governmental organizations and companies are influenced by trust in the actor, the design of the collaboration, the degree of transparency, value alignment, and the organization’s independence. (Less) - Abstract (Swedish)
- Examensarbetets titel: När det ideella möter vinst – En kvalitativ studie som undersöker attityder till strategiska samarbeten mellan icke-statliga organisationer och kommersiella företag
Forskningsfråga: Hur påverkas intressenters attityder och uppfattningar av samarbeten mellan icke-statliga organisationer och kommersiella företag?
Syfte: Syftet med denna studie är att undersöka hur strategiska samarbeten mellan icke-statliga organisationer och kommersiella företag uppfattas av externa intressenter. Studien avser att fördjupa förståelsen för vilka attityder som väcks i samband med sådana samarbeten, samt vilka bakomliggande faktorer som påverkar uppfattningen av samarbetet. Slutligen syftar studien till att, utifrån ett... (More) - Examensarbetets titel: När det ideella möter vinst – En kvalitativ studie som undersöker attityder till strategiska samarbeten mellan icke-statliga organisationer och kommersiella företag
Forskningsfråga: Hur påverkas intressenters attityder och uppfattningar av samarbeten mellan icke-statliga organisationer och kommersiella företag?
Syfte: Syftet med denna studie är att undersöka hur strategiska samarbeten mellan icke-statliga organisationer och kommersiella företag uppfattas av externa intressenter. Studien avser att fördjupa förståelsen för vilka attityder som väcks i samband med sådana samarbeten, samt vilka bakomliggande faktorer som påverkar uppfattningen av samarbetet. Slutligen syftar studien till att, utifrån ett intressentperspektiv, undersöka vilken form av samarbete som uppfattas som mest fördelaktigt.
Metod: En kvalitativ forskningsmetod har tillämpats. Fem fokusgruppsintervjuer, bestående av 3-4 deltagare per grupp, genomfördes i syfte att fånga upp attityderna till strategiska samarbeten mellan icke-statliga organisationer och kommersiella företag. Urvalet baserades på ett bekvämlighetsurval.
Teoretiska perspektiv: Legitimitetsteori, varumärkesteori, Balance Theory, Intressentmodellen
Resultat: Respondenterna har en övergripande positiv syn på samarbeten mellan icke-statliga organisationer och företag, men deras inställning präglas av krav på transparens, värdegrundsöverensstämmelse och genuint samhällsengagemang, där misstankar om greenwashing och värdekonflikter kan minska både förtroende och givarvilja.
Slutsats: Människors attityder till samarbeten mellan icke-statliga organisationer företag påverkas av förtroendet för aktörerna, samarbetets utformning, graden av transparens, värdeöverensstämmelse och organisationens oberoende. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9207133
- author
- Dahlgren, Agnes LU ; Petersson, Max LU and Lindström, Jeppe LU
- supervisor
- organization
- course
- FEKH29 20251
- year
- 2025
- type
- M2 - Bachelor Degree
- subject
- keywords
- Icke-statliga organisationer, kommersiella företag, sektoröverskridande samarbeten
- language
- Swedish
- id
- 9207133
- date added to LUP
- 2025-07-02 11:19:54
- date last changed
- 2025-07-02 11:19:54
@misc{9207133,
abstract = {{Title: When Nonprofit Meets Profit – A qualitative study exploring attitudes towards strategic collaborations between non-governmental organizations and commercial companies
Research Question: How are stakeholder’s attitudes and perceptions influenced by strategic collaborations between non-governmental organizations and commercial companies?
Purpose: The purpose of this study is to examine how strategic collaborations between non-governmental organizations and commercial companies are perceived by external stakeholders. The study aims to deepen the understanding of the attitudes that arise in connection with such partnerships, as well as the underlying factors that influence stakeholders' perceptions. Finally, from a stakeholder perspective, the study seeks to explore which form of collaboration is perceived as most beneficial.
Methodology: A qualitative research method was applied. Five focus group interviews, consisting of 3-4 participants per group, were conducted to capture attitudes towards strategic collaborations between non-governmental organizations and commercial companies. The sampling was based on convenience sampling.
Theoretical perspectives: Legitimacy Theory, Brand Theory, Balance Theory, Stakeholder Theory
Result: The respondents generally have a positive view of collaboration between non-governmental organizations and companies, but their attitudes are shaped by demands for transparency, value alignment, and genuine social commitment, where suspicions of greenwashing and value conflicts can reduce both trust and willingness to donate.
Conclusions: People’s attitudes toward collaborations between non-governmental organizations and companies are influenced by trust in the actor, the design of the collaboration, the degree of transparency, value alignment, and the organization’s independence.}},
author = {{Dahlgren, Agnes and Petersson, Max and Lindström, Jeppe}},
language = {{swe}},
note = {{Student Paper}},
title = {{När det ideella möter vinst}},
year = {{2025}},
}