Intellectual capital in nonprofit organizations: a focus on social capital as a marketing enabler

Article

Civitillo, R., Festa, G., Priporas, C. and Rossi,, M. 2022. Intellectual capital in nonprofit organizations: a focus on social capital as a marketing enabler. International Marketing Review. https://doi.org/10.1108/IMR-01-2021-0029
TypeArticle
TitleIntellectual capital in nonprofit organizations: a focus on social capital as a marketing enabler
AuthorsCivitillo, R., Festa, G., Priporas, C. and Rossi,, M.
Abstract

Design/methodology/approach: After a literature review about the intellectual capital (IC) and the social capital (SC) in the non-profit sector (NPS), at either national or international level, the study presents a bibliometric-systematic literature review (B-SLR) of the field in question.
Purpose: The research has the aim of exploring whether and how relevant studies about nonprofit organizations (NPOs) have so far investigated the fruitful effects that can be generated by proactive governance, management and marketing of their IC – particularly when considering its extension to SC – with relation to the promotion of corporate reputation.
Findings: According to a quantitative (more bibliometric) perspective, the scientific interest on this specific issue has not always been constant and methodical, while three themes (institutional scope, human resources and operational functioning) have so far mostly been analyzed according to a qualitative (and therefore more systematic) perspective.
Originality/value: Despite some recent trends aimed at re-evaluating the effect of intangible assets in any organization, there is still some reticence within the NPS to consider the importance of these resources. This orientation also extends to IC, and more specifically to SC, which should now be considered as relevant factors in the creation of value for any socioeconomic organization, both nationally and internationally.

PublisherEmerald
JournalInternational Marketing Review
ISSN0265-1335
Publication dates
Online22 Mar 2022
Publication process dates
Deposited15 Mar 2022
Accepted02 Mar 2022
Accepted author manuscript
Copyright Statement

Copyright © 2022 Emerald Publishing Limited. This AAM is provided for your own personal use only. It may not be used for resale, reprinting, systematic distribution, emailing, or for any other commercial purpose without the permission of the publisher

Digital Object Identifier (DOI)https://doi.org/10.1108/IMR-01-2021-0029
LanguageEnglish
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