Sustainable development in action: the role of the Cooperative Credit Banks in the local Community - This paper will analyze the role of Cooperative Credit Banks (CCBs) as actors and promoters of sustainable development within the local community. In particular, the Total Corporate Communication Model (Balmer & Gray, 2000) will be used to present a qualitative exploratory research on the initiatives and interventions undertaken by CCBs in their territories. The communication tools employed by CCBs to promote the value of sustainability will be discussed. The analysis will lead to the identification of potential strategic strengths as well as improvement areas in the CCBs’ actions for sustainable development.
Keywords: Cooperative Credit Banks, sustainable development, corporate social responsibility, corporate identity, corporate communication, corporate culture.
Parole chiave: Banche di Credito Cooperativo, sviluppo sostenibile, responsabilità sociale d’impresa, identità d’impresa, comunicazione d’impresa, cultura aziendale