Corporate grassroots
Corporate Grassroots Management describes the professional and structured mobilization and involvement of voluntary supporters and fans in the actions of companies and other economically active institutions.
term
The term is derived from corporate (English: corporation / company) and grassroots (English: grass roots) in relation to the English. Concept of the grassroots movement as " grassroots movement " or citizens' or grassroots movement. Corporate grassroots can also be referred to as corporate fan management.
Working method
Through corporate grassroots management, companies involve real supporters / fans in their strategy or individual projects. Corporate Grassroots Management aims to make existing convictions and genuine enthusiasm for a company, idea, initiative, event or product tangible and visible. Voluntary supporters are identified, activated and involved. In contrast to advertising, marketing and PR-controlled lobby campaigns, Corporate Grassroots works with authentic supporters of an organization or a project and actively involves them in communication and activities in a mobilization process.
In the USA, corporate grassroots management is part of corporate communications, marketing or customer relationship management in many companies . The supporter-based way of working is also used in stakeholder dialogue and change communication. In Europe, structured work with supporters for companies is a comparatively new field.
literature
- Edward A. Grefe, Martin Linsky: The New Corporate Activism: Harnessing the Power of Grassroots Tactics for Your Organization. McGraw Hill , New York 1995.
- Rudolf Speth (Ed.): Grassroots Campaigning. Springer VS, Heidelberg 2013, ISBN 978-3-531-16262-1 .
- Michaela Mojzis-Böhm : Fans and their enthusiasm lead. In: Indigo8 (ed.): Adventure leadership. Indigo8, 2014, ISBN 978-3-200-03882-0 .
- Michaela Mojzis-Böhm: Corporate Grassroots. Use potential in a targeted manner. In: LO - learning organization. Issue 66/2011, ISSN 1609-1248