Naslov
Corporate Philanthropy as a Tool in Upgrading Corporate Communications

Autori
Brezovnjački, Anđelko ; Pakozdi, Ivan ; Preselj, Vladimir

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
International OFEL Conference on Governance, Management and Entrepreneurship : conference proceedings / - Zagreb : Centar za istraživanje i razvoj upravljanja (CIRU), 2014, 683-696

ISBN
978-953-57413-2-9

Skup
International OFEL Conference on Governance, Management and Entrepreneurship

Mjesto i datum
Dubrovnik, Hrvatska, 04.04.2014. - 05.04.2014

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
corporate communication ; corporate philanthropy ; corporate social responsibility

Sažetak
In the past 20 years corporate philanthropy in the Republic of Croatia has gone a long way from an occasional activity for helping those most in need to implementing systematic and planned activities which ultimately have a direct impact on the company’s image and thus indirectly on its tangible and intangible value. Although the number of capable Croatian companies which systematically implement activities from the domain of corporate philanthropy is relatively small, these companies have reached the level of their counterparts from other EU countries, and in some cases surpassed them. Based on the comparison of the development activities of corporate philanthropy and traditional corporate communications in five leading Croatian companies in the past 20 years, we can analyse the interdependence of the companies and their upgrade in order to anticipate the possibility of such synergies. Contrary to existing popular belief, the size of the company is not a decisive factor for the successful implementation of philanthropic activities. At the same time, philanthropic activities cannot stand by themselves, but must be embedded in a wider segment of the activities of the company towards our environment in order to maximize their impact. At a time when traditional corporate communication tools provide limited results, the successful development and communication philanthropic activities are increasingly gaining importance. In addition to providing a further upgrade of communication with the general public, philanthropic activities help in creating a new image and operate the business philosophy of the company or future actions.

Izvorni jezik
Engleski

Znanstvena područja
Informacijske i komunikacijske znanosti

POVEZANOST RADA