Resumen de Latest trends and initiatives in corporate social responsibility: a communicational analysis of successful cases of arts and culture in Spain

José María Herranz de la Casa , Juan Luis Manfredi Sánchez , Francisco Cabezuelo Lorenzo

• This article explores the relevance of cultural and art promotion in corporate communication strategies for contemporary management models. In Spain, where the funding for culture is declining due to the crisis and decrease in funds from the government – one of the most important supporting cultural agents – some corporations are developing new initiatives to support culture and arts. Nowadays, the field of corporate social responsibility has an increasing relevance for company reputation. This article shows how companies leverage arts and culture to increase their reputation and credibility with stakeholders. It proves that organizations cannot focus just on economic earnings while ignoring social responsibility. Arts and culture can be a strong pillar supporting company goals on social and public responsibility.