In the late 1990s the idea of cross-sector collaborations was
relatively new in Europe. The term 'partnership' was employed
primarily to refer to partnerships between government and
businesses, usually termed PPP (Public Private Partnerships). On
the other hand 'strategic alliances' was the term employed for
business-to-business partnerships. Until then 'sponsorship' was the
most practised associational form between nonprofit organisations
(NPOs) and businesses (BUSs), which was included within the broad
area of corporate community involvement. The relations between NPOs
and BUSs witnessed a gradual intensification over the last 200
years (Gray 1989; Young 1999; Austin 2000; Googins and Rochlin
2000) resulting in increased interactions within both the
philanthropic and trans- tional types of relationships (Seitanidi
and Ryan 2007). However, the more recent gradual prominence of the
concept of corporate social responsibility (CSR) within all sectors
of society elicited an intensification of the debate with regard to
the responsibilities of each sector in addressing environmental and
social issues. In effect, CSR contributed to the increase of the
interactions across the sectors and propelled NPO-BUS Partnerships
(a type of social partnership) as a key mechanism for corporations
to delve into a process of engaging with NPOs in order to improve
their business practices by contributing their resources to address
social issues (Heap 1998; Mohiddin 1998; Fowler 2000; Googins and
Rochlin 2000; Mancuso Brehm 2001; Drew 2003; Hemphill and Vonortas
2003).
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