The Dynamics of change in corporate community relations
This article examines the evolving role of corporate community relations in the 1990s. The corporate community relations function faces external pressuresâ€”including globalization, alliances, competition, and governmental regulationâ€”and internal pressuresâ€”from technology, restructuring, decentralization, resource constraints, and from employees and communities. Collectively, these pressures have broadened the definition of community from that of the local headquarters to include all the various communities in which companies operate. To respond to these shifts, many community relations professionals are focusing their attention on strengthening the linkages between community relations activities and company strategy. © 1995, The Regents of the University of California. All rights reserved.
California Management Review
Waddock, Sandra A. and Boyle, Mary Ellen, "The Dynamics of change in corporate community relations" (1995). School of Management. 150.