Sustainable Lens
Resilience on Radio
Dr Nicola Mutch
Categories: management, marketing

Why would a successful humanitarian organisation want to sell their soul to a corporation? Why would a successful business give up their profit motive and waste time hugging tress?

Actually it turns out that the partnership in a corporate social responsibility relationship has considerable benefit for both parties. For both there is brand building, capacity building and engagement in a broader community. Dr Nicola Mutch is the Marketing and Communications Manager for Otago Polytechnic. She recently completed her PhD in the area of power relationships in corporate/non-profit partnerships. We talk about what each side hopes to get out of a partnership and how that changes as the relationship develops. She describes the potential for that relationship to go wrong – through abuse of the power relationship – and what can be done to avoid it. Perhaps surprisingly (well to me anyway) that power relationship can go both ways.

We talk about thoughtful organisations, about shared value sets, and consider what it is that gives a partnership credibility.

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