ABSTRACT
This chapter examines collaborations from a business perspective. It focuses on partnerships that have occurred in the context of the modern legal system which distinguishes between profit making and non-profit public welfare, thereby producing two different institutional logics that create the ground for partnerships between such profit and non-profit organisations. The choice of partner and the cause was influenced by business leadership's philosophy and value system. Rural marketing provided an excellent solution for the desires of both companies and NGOs. Partnerships were now based on detailed market planning and a careful selection of the NGO partner. The transition from rural marketing to cause-related marketing in the context of NGO partnerships was quick. In most cases NGOs are involved with these social enterprises as knowledge partners, pilot testing partners and/or marketing partners. Partnerships of exigency are most often funding relationships with the corporate partner providing grants to NGOs either directly or through foundations.
