The Corporate Museum is a field of study that has been little explored and that occupies a particular position, at the intersection of the cultural realm of public museums and the world of business, and is characterized by a managerial vision. Corporate museums are physical structures in which the history and the memory of a company are told. The few works in this area look at these museums as a storehouse of organizational memory, as a tool for public relations and marketing, that is, for corporate communication. Although mainly framed in the context of corporate communication tools, studies conducted so far have neglected the potential of these structures as a way to engage in Corporate Social Responsibility (CSR), i.e. as an expression of a social orientation, first demonstrated by attention to satisfying the legitimate expectations of the stakeholders. This paper intends to offer a contribution in this direction. We propose to strengthen studies that show a link between Corporate Museums and CSR and to investigate the organizational conditions that could allow Corporate Museums to play a social role, also in collaboration with other organizational actors.
The Corporate Museum: something more than a branding device or a marketing tools
BONTI, MARIACRISTINA
2012-01-01
Abstract
The Corporate Museum is a field of study that has been little explored and that occupies a particular position, at the intersection of the cultural realm of public museums and the world of business, and is characterized by a managerial vision. Corporate museums are physical structures in which the history and the memory of a company are told. The few works in this area look at these museums as a storehouse of organizational memory, as a tool for public relations and marketing, that is, for corporate communication. Although mainly framed in the context of corporate communication tools, studies conducted so far have neglected the potential of these structures as a way to engage in Corporate Social Responsibility (CSR), i.e. as an expression of a social orientation, first demonstrated by attention to satisfying the legitimate expectations of the stakeholders. This paper intends to offer a contribution in this direction. We propose to strengthen studies that show a link between Corporate Museums and CSR and to investigate the organizational conditions that could allow Corporate Museums to play a social role, also in collaboration with other organizational actors.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
