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| Author: | Motion, J. Leitch, S. |
| Title: | The technologies of corporate identity |
| Journal: | International Studies of Management and Organization
2002 : FALL, VOL. 32:3, p. 45-64 |
| Index terms: | Models Semantics |
| Freeterms: | Corporate identity |
| Language: | eng |
| Abstract: | This article offers a new semiotic model of corporate identity management based on a critique of traditional approaches to the area. The central aims of the semiotic model are: 1) to focus upon meaning development, 2) to stress that consistency lies in the values that underpin all expressions of identity, rather than in uniformity of behavior, and 3) to acknowledge that corporate identity is not an object, but a dynamic process of stakeholder interaction. |
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