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La comunicazione istituzionale nelle organizzazioni pubbliche: opportunità e criticità connesse con il corporate brand orientation
Titolo Rivista: RIVISTA TRIMESTRALE DI SCIENZA DELL’AMMINISTRAZIONE 
Autori/Curatori: Gabriella Levanti 
Anno di pubblicazione:  2015 Fascicolo: 3  Lingua: Italiano 
Numero pagine:  14 P. 53-66 Dimensione file:  111 KB
DOI:  10.3280/SA2015-003004
Il DOI è il codice a barre della proprietà intellettuale: per saperne di più:  clicca qui   qui 


Negli ultimi trent’anni la gestione delle organizzazioni pubbliche è stata caratterizzata dall’applicazione dei principi del New Public Management (o NPM). Il NPM facendo leva sull’idea che i cittadini sono i "clienti" dell’amministrazione, traspone al settore pubblico i principi e le tecniche utilizzati nel settore privato al fine di incrementarne le performance. Il presente lavoro, dopo aver analizzato i limiti derivanti dall’applicazione di un market orientation nelle organizzazioni pubbliche, evidenzia come il corporate brand orientation rappresenti, in forza di una visione olistica e bilanciata dell’organizzazione, un’alternativa maggiormente coerente con le peculiarità delle organizzazioni pubbliche. In particolare, il lavoro mette in luce le opportunità derivanti dalla creazione di public corporate brand forti. Successivamente, si sofferma sulle criticità che contraddistinguono la gestione della comunicazione istituzionale e del corporate branding nelle organizzazioni pubbliche. Parole chiave: comunicazione istituzionale - corporate brand - organizzazioni pubbliche


Keywords: Corporate communication - corporate brand - public sector

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Gabriella Levanti, in "RIVISTA TRIMESTRALE DI SCIENZA DELL’AMMINISTRAZIONE" 3/2015, pp. 53-66, DOI:10.3280/SA2015-003004

   

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