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

Abstract

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.

Design/methodology/approach

After a literature review about the intellectual capital (IC) and the social capital (SC) in the nonprofit sector (NPS), at either national or international level, the study presents a bibliometric-systematic literature review (B-SLR) of the field in question.

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 socio-economic organization, both nationally and internationally.

Citation

Civitillo, R., Festa, G., Priporas, C.-V. and Rossi, M. (2022), "Intellectual capital in nonprofit organizations: a focus on social capital as a marketing enabler", International Marketing Review, Vol. 39 No. 5, pp. 1052-1068. https://doi.org/10.1108/IMR-01-2021-0029