Communication and corporate citizenship in Delta coffee: a case study
Communication and corporate citizenship in Delta coffee: a case study

Summary/Abstract: To understand how the Corporate Citizenship (CC) process in the Nabeiro - Delta Cafés Group emerged and has been developed over more than fifty years. The small enterprise, with three employees, that turned out to be today Delta Cafés Group was born in 1961, under a dictatorial regime in Portugal, in a small village in the south of Portugal not far away from the Spanish border, by the hands of its still actual owner was the purpose of the intrinsic and descriptive case study being presented here. What characterizes a descriptive case study and allows it to be autonomous in the face of exploratory and explanatory case studies, is precisely the purpose of it being to allow a description of the phenomena in their context. In the eighties and due to the enterprise growth two different branches were developed, the commercial and the industrial one. At the turn of the century the group with its activities in sectors that go from the coffee industry to the real state, was really consolidated having the structure it has today. The group seems to have had since its beginnings a great preoccupation with the well-being of its employees, as well as the community where it was developed. The main research question is precisely how does an organization that will turn 60 in two years manages to be seen as an important catalyst for societal development as well as what has been the importance of the communication department in all the process. Shall we go beyond the concept of corporate social responsibility (CSR) and speak about a process of corporate citizenship (CC)? What’s the role of the Public Relations (PR) practitioners in this process?

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