Institutional isomorphism among nonprofits in cause marketing partnerships

Rayo N., Edgar Alan
Publication date: 
JEL codes: 
C70 - General, D64 - Altruism; Philanthropy, M31 - Marketing.
Numerous cases of unsuccessful cause marketing partnerships are caused by nonprofits’ proclivity to modify their motive when pursuing optimal decisions. This study’s main goal is to determine if there exists a significant difference between nonprofit strategic decisions and motive under various game theoretic conditions. The researcher conducted a field experiment among supervisors and managers of nonprofit organizations in the Philippines. Results indicate that nonprofit strategic decisions in the final rounds of Prisoner’s Dilemma and Snowdrift Game have a significant difference with nonprofit motive. The f indings explain why a nonprofit optimizes its gains but eventually losses its organizational goals and why it chooses to remain in partnership with a for-profit that has reduced its collaboration effort.
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