Overview

The book tells the story of the Lavazza Nuvola project, the headquarters of the Lavazza Group inaugurated in Turin in 2017, from a strategic communication perspective, explaining how communication contributed to the conception, development, implementation and promotion of the project.The authors explain how communication becomes strategic when it helps a project take shape, imbuing it in “all its folds” with the mission, values, culture and strategy of the company for which it was created. In this way, communication is listening, it is the involvement of the internal and external community, it is the flywheel of cultural and intellectual initiatives, it is a platform on which the role of business in civil society is grafted onto local and national society, it is what makes the vocation for corporate sustainability alive and vibrant in everyday life. Nuvola is a cultural factory, a corporate citizen, a sustainability shaper, a co-leadership activator, an educational agent, an experiential driver, a multivalent developer, an expressive aligner.

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9788831322973

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Ph.D., is Professor of Economics and Business Management and works in Strategic Corporate Communication at the IULM University of Milan, where she is also Rector's Delegate for University Sustainability, President of the Master's Degree Course in Strategic Communication and Director of the Executive Master in Corporate Public Relations at the IULM University of Milan. From January 1, 2022, she is President of the European Association of Public Relations Education and Research Association (EUPRERA), the association of university professors in the field of communication in Europe.

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