Creating the Brand Image of Polish Corporate Foundations
Abstract
Nowadays a change in the behavior of businesses in the market can be observed, and it is a result of the adoption of market orientation. This involves companies accepting the principle that a condition for success is offering products and services that customers perceive as carriers of extraordinary value. One example of this approach is the creation and development of the concept of Corporate Social Responsibility, which means the recognition of the company’s strategy of achieving social objectives alongside business goals. The CSR concept is also revealed by corporate philanthropy in selfless assistance offered to other market entities by businesses. This type of philanthropy may be pursued by corporate foundations established by businesses. This paper aims to present the way that Polish companies build their image. The author’s research constituted the basis for the process of building an image of a corporate foundation by means of a query of secondary sources, i.e. reports on activities of non-governmental organizations in Poland, websites of foundations, websites of founders, and official social networking channels. The research results presented in the paper are preliminary. Actualment, estem assistint a un canvi en les actuacions de les empreses com a resultat d’una adaptació a la nova orientació del mercat. Això significa que les companyies accepten el principi que la condició per l’èxit és oferir productes i serveis que els consumidors perceben com a portadors d’un gran valor afegit. Com a exemple d’aquest enfoc, trobem la creació i desenvolupament del concepte de Responsabilitat Social Corporativa (RSC), que significa el reconeixement de l’estratègia de la companyia en assolir objectius socials en paral∙lel als resultats empresarials. El concepte RSC també queda evidenciat per la filantropia corporativa d’empreses que ajuden desinteressadament altres entitats. Aquest tipus de filantropia pot ser portat a terme per fundacions corporatives creades per les empreses. Aquest article estudia la forma en què les companyies poloneses construeixen la seva imatge. La recerca de l’autor constitueix la base del procés d’estructurar la imatge d’una fundació corporativa per mitjà de consultes alternatives a fonts secundàries, com poden ser els informes de les activitats d’organitzacions no governamentals poloneses, webs de les fundacions i dels fundadors o els canals oficials de les xarxes de treball. Els resultats de la investigació tenen una consideració de naturalesa preliminar. Downloads
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