Corporate Branding In Coal Mining Industry Improving Integrated Corporate Communication Strategy of PT Berau Coal To Increase Social License From The Local Stakeholder
| Main Authors: | Hadianto, Arif; School of Business and Management, Institut Teknologi Bandung, Fachira, Ira; School of Business and Management, Institut Teknologi Bandung |
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| Format: | Article info eJournal |
| Bahasa: | eng |
| Terbitan: |
The Indonesian Journal of Business Administration
, 2022
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| Online Access: |
https://journal.sbm.itb.ac.id/index.php/IJBA/article/view/4435 |
Daftar Isi:
- The coal mining industry is hated but loved. It is stereotyped as an industry that is not environmentally friendly but is also considered a cheap energy source. Berau Coal has a significant role for the Berau in creating jobs and the primary source of revenue for the Berau Local Government. Besides it, every year, Berau Coal contributes 100,000 tons of free coal for electricity in Berau, worth 120 billion annually. And Berau Coal also provide almost 110 billion rupiah every year for CSR program for villages around the mine: scholarship programs, polytechnics, hospitals, and public facilities in villages around the mine such as meetinghouses, posyandu, roads, and docks.However, Berau Coal is still facing several problem issues; social conflicts with stakeholders that disrupt mining operations, the lack of positive viral load in active and voluntary form support from beneficiary stakeholders. Corporate branding has not been widely applied in coal mining companies in Indonesia, applying the framework of Vision, Culture, Image (VCI) corporate branding that Hatch and Schultz (2003) introduced. The VCI framework, which will be adopted, will serve as a guideline in determining corporate communication programs to convince stakeholders to provide a social license to operate coal mines.Keywords: Corporate Branding, Mining Branding, Corporate Communications