Evaluation of corporate success using synergistic CPA and CPR corporate citizenship

• Main Authors: Taillard Michael, Mitrović Miroslav
• Format: Article
• Language: English
• Published: University of Novi Sad - Faculty of Economics, Subotica 2020-01-01
• Series: Strategic Management
• Subjects: strategic communication; corporative political activity; corporative social responsibility; lobbying; comparative quality analyses (cqa); multiple variable model
• Online Access: https://scindeks-clanci.ceon.rs/data/pdf/1821-3448/2020/1821-34482004024T.pdf

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.