The 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 and multi-method approach, the research focus several experiences and best practices developed in the banking sector especially in the last decade.
A strategic partnership sealed the collaboration between Intesa Sanpaolo Bank and World Expo 2015, hosted by Italy in Milan. The participation in such global mega-event was supported by a multichannel communication and public relations campaign celebrating an innovative representation of the “Made in Italy” concept applied to the banking sector.
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 on 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.
© Università degli Studi di Roma "La Sapienza" - Piazzale Aldo Moro 5, 00185 Roma
