Establishing Reciprocity as A Dimension of Nonprofit Entrepreneurial Orientation

This study introduces and characterizes reciprocity as a distinct sixth dimension of entrepreneurial orientation (EO) within nonprofit organizations (NPOs), specifically Brazilian Medical Associations (BMAs). Through a qualitative exploratory study using 16 BMAs as units of analysis and data from 11 in‐depth interviews with nonprofit sector specialists, the findings reveal that BMAs strategically employ collaboration, partnerships, and formal agreements, prioritizing reciprocity over rivalry to secure vital technical, human, financial, and material resources. Executive leadership plays a critical role in shaping strategic approaches, whereas active participation in events enhances brand positioning, institutional image, stakeholder networks, and fundraising capacity. As a theoretical contribution, this study consolidates four factors that characterize reciprocity as a strategic dimension of EO, reinforcing its role in nonprofit entrepreneurial behavior. The practical implications highlight how NPOs can leverage reciprocity to strengthen sustainability, fulfill their social mission, and create social value. This study proposes a refined framework that integrates theoretical insights with empirical evidence to provide a structured representation of reciprocity in NPOs.