Factors impacting success of cross-sector social partnerships for corporate social responsibility: an Indian perspective Online publication date: Wed, 22-Dec-2021
by Neha Saxena; Sushil Kumar
International Journal of Indian Culture and Business Management (IJICBM), Vol. 24, No. 4, 2021
Abstract: The Companies Act of 2013 of the Government of India mandating eligible businesses to spend 2% of their profits towards CSR has resulted in substantive increase in funds being spent in the social sector and proliferation of cross-sector social partnerships (CSSPs) between NGOs and businesses. In this context, the current study tries to identify factors that influence the success of the CSSPs to implement CSR projects. We empirically test a framework based on 'trust-commitment' model from relationship marketing for cross-sector partnerships in India. The results show that the 'trust-commitment' theory is indeed applicable to the CSSPs and the relational factors directly and indirectly influence their success. The recommendations from the study will aid businesses and NGOs in India in better management of their CSR partnerships. The study also adds quantitative evidence to research in the field of cross-sector partnerships in the social sector, until recently dominated by qualitative studies.
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