Does Corporate Gifting Actually Work?
Corporate gifting has long been a typical practice in global business groups. Every year, companies of all sizes spend a great deal of human and material resources to produce a variety of gifts for all stakeholders throughout their value chains, including clients, workers, and partners. These presents include seasonal gift baskets, branded items, personalised executive gifts and more. But most firms consider this technique to be industry norm or ordinary marketing activity, and have never really got into the actual value theory behind it. This is precisely the gap the primary issue of this study seeks to answer, namely: Does this broad industry practice have provable business value, or is it merely a long-held traditional industry habit passed down through the generations of stakeholders without assessing its real impact? To address this question, we need to define the deep psychological reasons that make corporate gifting effective, and the actual responses of various present r...