Les enjeux du mécénat culturel et humanitaire

Sylvère Piquet and Jean-Michel Tobelem

Revue française de gestion, 2006, vol. 167, issue 8, 49-64

Abstract: In France, corporate sponsorship and donation activities increased throughout the 1980?s. Encouraged by the ADMICAL, they often took the traditional form of supporting artistic creation. In the beginning of the 1990?s, this orientation radically changed, turning towards environmental and humanitarian causes. This change highlights the evolution of the corporation itself, notably its frame of values, mode of functioning and management. The authors examine the structural and economic causes of this evolution. Citing pertinent examples, they describe how these recent activities were integrated into company strategies, and in conclusion, expose the risks involved.

Date: 2006
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