¶ … Managing corporate community involvement" (Van der Voort, Glac, & Meijs 2009) attempts to understand how corporate community involvement (CCI) functions in an organization. CCI become an increasingly popular practice, albeit a controversial one. The article conducts a case study of a specific corporation that created a CCI program. The program began partially as a result of grass-roots efforts by employees.
Procedure and paradigms
After a literature review of the subject, the authors conducted a three-year, qualitative study "on the micro-dynamics of framing CCI in a Dutch financial conglomerate" with "11,000 employees in the Netherlands" (Van der Voort, Glac, & Meijs 2009: 316). Semi-structured interviews were used as well as documented reviews of meeting minutes and relevant data that was used to create and monitor the CCI program. Both strong supporters and ambivalent employees were interviewed, and the subjects were selected on all levels of the corporate hierarchy.
What was examined in this research?
While the "provision of goods and services to nonprofit and civic organizations by corporations" has increased, the justification for why CCI is beneficial has spanned from traditional definitions of social responsibility to claiming that charitable donations are good PR...
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