Ricerc@Sapienza

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 multicase
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.