Preliminary communication
https://doi.org/10.22522/cmr20180129
Corporate Cultural Responsibility and Shared Value in the Banking Sector. An Explorative Study in Italy
Valentina Martino
; Department of Communication and Social Research, Sapienza University of Rome, Italy
Stefano Scarcella Prandstraller
; Department of Communication and Social Research, Sapienza University of Rome, Italy
Abstract
This paper aims to explore the emerging trends and strategic approaches promoted by Italian banks in the field of corporate cultural responsibility and communication. Based on a multi-case study approach, the research focuses on both the policies and operational activities carried out in the last decade by some of the most innovative players in the field of corporate arts management and communication, promoting an innovative logic of social sharing and stakeholder engagement around banks’ art collections, events and digital platforms.
Keywords
corporate cultural communication; corporate cultural responsibility; corporate shared value; banking communication and PR; arts philanthropy; corporate social responsibility
Hrčak ID:
204261
URI
Publication date:
30.7.2018.
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