Evaluation of corporate success using synergistic CPA and CPR corporate citizenship

Michael Taillard,Miroslav Mitrović

doi:10.5937/straman2004024t

Abstract

Corporate Political Activities (CPA) and Corporate Public Relations (CPR) are both non-market communication strategies that effect market positioning, brand strength and the business success of a company. In this study, the use of CPA and CPR by several companies are analyzed based on their economic and brand strength metrics, which confirms the hypothesis that use of these strategies has a positive impact on their market position and brand stability. Using the Multi-Value Comparative Quality Analysis (mvCQA), the research strives to measure the synergistic influence of CPA and CPR on a company's performance. Building on the existing literature for the uses and implementation of mvCQA, this research reinforces the role mvCQA plays in delivering quality and comparative findings of correlation between CPR and CPA toward market strength. This study confirms that the synergy between CPR and CPA improves corporate strategic development. It is inferred that CPR and CPA maintain non-linear correlation with industry and market niches, specific cultural and business environments, as well as overall corporate strategy goals.

Highlights

The use of strategic corporate management to develop the methods needed to achieve or expand the specific goals of a corporation’s success, necessitates the application of an integrated strategic communications (Mitrović, 2019)
The outcomes that are produced by TOSMANA in the Multi-Value Comparative Quality Analysis (mvCQA) calculation processed and generated from databases indicate the following characteristic findings:
The conclusion is that strategic orientation for the balanced development of Corporate Public Relations (CPR) and Corporate Political Activities (CPA) is related to overall brand strength and profit effects

Summary

Introduction

The use of strategic corporate management to develop the methods needed to achieve or expand the specific goals of a corporation’s success, necessitates the application of an integrated strategic communications (Mitrović, 2019). The complexity of the business environment indicates that a comprehensive communications strategy, utilizing analytical and project-based approaches to the planning and implementation of applied PR in the management context is a vital necessity to addressing each target audience. When viewed conjunctively, this illustrates that the contemporary theory behind strategic management; which in self-compiling theories of relationship, cognition, behavior, and mass communication; strongly relate to organizational culture. A review of scholarly literature by Oliver (Oliver, 2007), details that there are three main scopes of research into this field of study: 1) Business and political communication strategy, which includes both public and government affairs which shapes corporate reputation and influence over external operating environment; 2)

Methods

Results

Conclusion