Articoli taggati con ‘patronage’
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.
The Market. Documents of Contemporary Art
Edited by Natasha Degen, “The Market. Documents of Contemporary Art” is an interesting anthology, which offers an interdisciplinary introduction to the evolution of the contemporary art market, its relation to value and its effect on artistic practice, taking into account different perspectives.
The discovery of arts and culture as global communication media. High-visibility experiences in the Italian and international scenario
If the powerful symbolic language related to artistic heritage can be considered the most brilliant intuition by first patrons and sponsors, during the last years the Italian scenario shows a real rush toward high-visibility cultural projects by global corporations, associating their own brands to the major monuments and artistic cities. By means of an explorative approach, the paper points to discuss trends and experiences emerging in the sector, as they highlight new risks but also strategic opportunities for both companies and the territory.
