Did the nonprofit sector become strategic regarding working with businesses?

Nonprofit-business collaboration (NBC) has become an important value creation mechanism for both society and businesses. This value creation process, however, has been rarely considered from the nonprofit perspective, in particular how they plan to attract prospective business partners. We address this gap by investigating the website content of NPOs that actively engage with the business sector. The results show that active-in-collaboration NPOs do have a strategic orientation towards the collaboration with the business sector. Importantly, the analysis reveals four common attributes across the sample, which provide insights into the features of the NBC strategy from the NPOs standpoint