Pro bono service sheds new light into commercial friendship

Stewart, Arnold L., Doan, Nguyen T. and Hartley, Nicole (2011) Pro bono service sheds new light into commercial friendship. Journal of Strategic Marketing, 19 4: 381-394. doi:10.1080/0965254X.2011.586717

Author Stewart, Arnold L.
Doan, Nguyen T.
Hartley, Nicole
Title Pro bono service sheds new light into commercial friendship
Journal name Journal of Strategic Marketing   Check publisher's open access policy
ISSN 0965-254X
Publication date 2011-08-25
Sub-type Article (original research)
DOI 10.1080/0965254X.2011.586717
Volume 19
Issue 4
Start page 381
End page 394
Total pages 14
Place of publication Abingdon, Oxon, United Kingdom
Publisher Routledge
Collection year 2012
Language eng
Abstract Providers of professional services, such as management consultants, marketing communication, and legal service firms recognize the importance of fostering long-term relationships between consultants and their clients. At a more sophisticated level, the relationship could be examined via the notion of ‘commercial friendships’. The notion suggests that both parties may derive the non-commercial value from a relationship formed for commercial reasons. However, how a non-commercial value of a business relationship is perceived by both the service providers and the clients is not well understood. In a professional service setting, providing skilled services at a reduced rate or free of charge for a client is considered a pro bono work. The value of these services remains unexplored in marketing literature. To address this gap, we conducted exploratory, qualitative research that examined the consultant–client relationship from the perspective of both individuals in a context of pro bono service.
Keyword Pro bono
Professional services
Consultant–client relationship
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2012 Collection
UQ Business School Publications
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Citation counts: Scopus Citation Count Cited 1 times in Scopus Article | Citations
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Created: Fri, 29 Jul 2011, 11:43:27 EST by Dr Nicole Hartley on behalf of UQ Business School