Corporate Cultural Responsibility and the Promotion of Polish Business Abroad
Corporate Cultural Responsibility and the Promotion of Polish Business Abroad

Author(s): Patryk Kugiel
Subject(s): Supranational / Global Economy, Business Economy / Management, International relations/trade, Culture and social structure , Marketing / Advertising, Socio-Economic Research
Published by: PISM Polski Instytut Spraw Międzynarodowych
Keywords: corporate social responsibility; corporate cultural responsibility; Polish companies abroad; culture as marketing and bending tool; global market; creating a positive brand;
Summary/Abstract: Culture can be a powerful marketing and branding tool for corporations and states alike. As Polish companies strengthen the Corporate Social Responsibility model while competing on global markets, they should also pay special attention to supporting culture. The stronger engagement of business in cultural diplomacy would bring extra resources and create a synergy between the efforts of the private and public sectors to build Poland as a positive brand. To facilitate this cooperation, the government can create new mechanisms and regulations that will attract greater business involvement in such promotion.

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