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| Author: | Balmer, J. M. T. |
| Title: | The BBC's corporate identity: myth, paradox and reality. |
| Journal: | Journal of General Management
1994 : SPRING, VOL. 19:3, p. 33-49 |
| Index terms: | CORPORATE STRATEGY CORPORATE CULTURE BROADCASTING INDUSTRY TELEVISION INDUSTRY UNITED KINGDOM |
| Language: | eng |
| Abstract: | This article examines the myths and reality of the BBC's corporate identity. It places the BBC's attempt to change its identity in the context of the literature and emerging theory of corporate identity. This would appear to confirm the efficacy of relying on the principles of corporate identity during a time of change. The available models of corporate image formation stress the importance of staff, corporate culture and a clear statement of corporate philosophy. |
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