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Charitable foundations and Corporate Communication: A study of how and why charitable foundations communicate and what challenges they face

Eriksson, Louise and Klingberg, Gustav (2011)
Department of Business Administration
Abstract
Our purpose is to increase the understanding of how and why charitable foundations communicate and what challenges they face in their communication efforts. We aim to develop two communication models that takes into account the special circumstances that surrounds communication of charitable foundations. Our ambition is that the models will contribute to both the managerial and the academic understanding of charitable foundations communication efforts. We have conducted semi-structured interviews with representatives from four charitable foundations as well as document studies regarding the foundations home pages and other important documents. We have used a qualitative research approach in order to better understand motives behind the... (More)
Our purpose is to increase the understanding of how and why charitable foundations communicate and what challenges they face in their communication efforts. We aim to develop two communication models that takes into account the special circumstances that surrounds communication of charitable foundations. Our ambition is that the models will contribute to both the managerial and the academic understanding of charitable foundations communication efforts. We have conducted semi-structured interviews with representatives from four charitable foundations as well as document studies regarding the foundations home pages and other important documents. We have used a qualitative research approach in order to better understand motives behind the actions of the charitable foundations. The theoretical framework for this thesis is based on Balmer & Greyser's (2003) extended version of Bernsteins (1984) Wheel of Corporate Communication and four key constructs that can create competitive advantage for the charitable foundations, the key constructs are the corporate identity, the corporate image, the corporate reputation and the corporate brand. We have identified the main corporate communication channels used by charitable foundation to be products/services, direct marketing and correspondence, corporate and marketing PR, personal presentation, literature and new media. We have also identified the most important stakeholder groups to be customers, general public, influential groups, government, business partners, the trade and the media. Further, we argue that charitable foundation use corporate communication because they want to fulfill the purpose of the foundation. The challenges regarding communication that we mean that charitable foundations commonly face regard the individual’s impact on the foundation, the reluctance towards communication, the perception that communication is not part of the directive, and the built-in positive perception of the foundations. (Less)
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author
Eriksson, Louise and Klingberg, Gustav
supervisor
organization
year
type
H1 - Master's Degree (One Year)
subject
keywords
Charitable foundations, Corporate Communication, Competitive advantage, Management of enterprises, Företagsledning, management
language
Swedish
id
2061536
date added to LUP
2011-05-31
date last changed
2012-04-02 19:09:11
@misc{2061536,
  abstract     = {Our purpose is to increase the understanding of how and why charitable foundations communicate and what challenges they face in their communication efforts. We aim to develop two communication models that takes into account the special circumstances that surrounds communication of charitable foundations. Our ambition is that the models will contribute to both the managerial and the academic understanding of charitable foundations communication efforts. We have conducted semi-structured interviews with representatives from four charitable foundations as well as document studies regarding the foundations home pages and other important documents. We have used a qualitative research approach in order to better understand motives behind the actions of the charitable foundations. The theoretical framework for this thesis is based on Balmer & Greyser's (2003) extended version of Bernsteins (1984) Wheel of Corporate Communication and four key constructs that can create competitive advantage for the charitable foundations, the key constructs are the corporate identity, the corporate image, the corporate reputation and the corporate brand. We have identified the main corporate communication channels used by charitable foundation to be products/services, direct marketing and correspondence, corporate and marketing PR, personal presentation, literature and new media. We have also identified the most important stakeholder groups to be customers, general public, influential groups, government, business partners, the trade and the media. Further, we argue that charitable foundation use corporate communication because they want to fulfill the purpose of the foundation. The challenges regarding communication that we mean that charitable foundations commonly face regard the individual’s impact on the foundation, the reluctance towards communication, the perception that communication is not part of the directive, and the built-in positive perception of the foundations.},
  author       = {Eriksson, Louise and Klingberg, Gustav},
  keyword      = {Charitable foundations,Corporate Communication,Competitive advantage,Management of enterprises,Företagsledning, management},
  language     = {swe},
  note         = {Student Paper},
  title        = {Charitable foundations and Corporate Communication: A study of how and why charitable foundations communicate and what challenges they face},
  year         = {2011},
}