Articoli taggati con ‘Corporate Communication’
When a company becomes a book. A glance at the phenomenon of corporate monographs in Italy
The paper investigates the phenomenon of company books, published by enterprises and other kind of organisations to narrate their corporate history and activities. Such publications, conceived according to several possible disciplinary standpoints, narrative approaches and expressive languages, represent a very singular literary and communicative tradition in the Italian context. A preliminary analysis aims at framing in brief the historical origins of the sector, its characteristics, development, and contemporary exploit. In such a review, a special attention is devoted to corporate monographs – company “history” or “anniversary” books – representing the primary and most refined genre within company literature. Then, an overview is proposed about specialist libraries and documentary centres dedicated to corporate books in Italy, with a special focus on the “BiblHuB” project, promoted since 2018 by the Sapienza University of Rome.
Arts and strategic communication in Italy and Spain: from sponsorship to corporate responsibility
The paper investigates the rise of business communication strategies based on culture and arts in Italy and Spain. As previous researches demonstrate, cultural communication can work as a strategic asset to develop corporate identity and reputation, enabling organizations to cultivate quality long-term quality relationships with their stakeholders. From this scenario and considering the lack of a systematic European comparison, the study presents preliminary data from a comparative research on the evolution of cultural communication models (patronage, sponsorship, partnership, investment), in order to evaluate similarities and original features of the phenomenon in the two countries by means of an explorative and multi-case study approach. Communication management in organizations and private companies stands as a strategic asset and is not immune to a changing context. While the investments tend today to concentrate on digital and social media strategies (Zerfass et al., 2015), there are other trends emerging in some countries and sectors. One of these is the phenomenon of business communication strategies based on and arts, which some scholars define “corporate cultural communication” (Martino, 2010) or “corporate cultural responsibility” (Azzarita et al., 2010): such approaches see a company including artistic activities, programs, or policies in its own strategic communication policies in order to develop corporate identity and reputation.
