search query: @freeterm corporate identity / total: 22
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| Author: | Balmer, J.M.T. |
| Title: | Of identities lost and found |
| Journal: | International Studies of Management and Organization
2002 : FALL, VOL. 32:3, p. 10-27 |
| Index terms: | Organizational behaviour |
| Freeterms: | Corporate identity |
| Language: | eng |
| Abstract: | This article reports the findings of a literature-based study that clarifies the dimensions of an organization's identity, or what is sometimes known as "the corporate identity mix". The analysis revealed that Birkigt and Stadler's (1986) widely cited corporate identity mix is narrowly conceived. A new identity mix has been designed that comprises strategy, structure, communication, and culture. A major finding of this study is the need for a separate corporate-identity-management mix. |
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