Articoli taggati con ‘corporate social responsibility’
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.
Cultural responsibility. Small steps to restore anthropology in economic behaviour. Interviews and best practices
Cultural responsibility (CR) links the terms “culture” and “responsibility”. This connection calls for a respectful attitude towards different cultural expressions and intercultural dialogue, in a society characterized by globalization and the spread of knowledge-based economy and cultural and creative industries. CR is linked to Corporate Social Responsibility as cultural development of the individual and communities has to be the primary goal of any economic behaviour. This attitude stimulates the building of an inclusive social context where cultural democracy, equal opportunities to access culture, participation and representation occur for all the individuals.
Who is responsible for the success of the arts and culture sectors?
The arts are an essential part of life. This is a statement that can be evidenced in many ways, such as the important role the arts play in documenting history, helping people cope with difficult times, celebrating joyous occasions, expressing cultural or individual identity, and the arts are a key economic engine – employing hundreds of thousands and generating billions in revenues. In economic struggles of recent years, however, arts and culture activities have often suffered or been eliminated entirely. Some view the arts as a non-essential luxury that shouldn’t be afforded in hard times. I, like many readers of the Tafter Journal, will disagree with this sentiment. And I wonder, how can we make sure this attitude does not prevail? Who, ultimately, is responsible for the success of the arts and culture sectors? An informal poll of my colleagues produced answers such as: artists; arts and culture organizations; local, regional, or national governments; and even “people that care”.
Future Trends in Cultural Diplomacy
The aim of this paper is to show how Cultural Diplomacy can take shape in the future, in a much wider extent than what we see today. Using the case study of the Deutsche Bank, this paper will refer to a broadening use of Corporate Social Responsibility in order to include cultural promotion in societies. Corporate Cultural Diplomacy-actions have to be considered as preventive and long-term investments will provide a win-win outcome for both societies as well as businesses. This paper will state the concrete benefits for enterprises to engage in Corporate Cultural Diplomacy, using Deutsche Bank as a concrete example of how Corporate Social Responsibility might develop and take shape in the future to come.
