Help those helping others - the role of universities in facilitating digitalisation and virtualisation in non-profit organisations

In this paper we explore the role of universities in supporting the adoption of digitalisation and virtualisation technologies in non-profit organisations, through the development of strategic partnerships. Despite the increasing interest in technology transfer and adoption in various industries, there is currently very limited research on the opportunities and challenges digital technologies can create for organisations supporting societal change. By adopting a Service-Dominant logic (S-D logic) lens, we explore technology transfer as an interaction between organisations, and we use in-depth interviews with 13 non-profit organisations based in the UK, to understand better their current level of technology adoption and the challenges they face in the technology adoption process. We then explore how universities, as strategic partners, can act as intermediaries, supporting more meaningful technology adoption by non-profits and their stakeholders. We conclude that universities need to move beyond their focus on the dyadic relationships with industry and consider themselves as facilitators of interactions and value co-creation within the wider technology transfer ecosystem, as they need to consider several diverse stakeholders if they are to support the digitisation and virtualisation in non-profits.