Evaluation of corporate success using synergistic CPA and CPR corporate citizenship

Abstract

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.