Ricerc@Sapienza

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. Major findings of the study illustrate both the policies and operational activities carried on by some of the most innovative players in the field of corporate arts management and communication, promoting nowadays a strategic logic of social sharing and stakeholders engagement.