haku: @author Volk, H. / yhteensä: 43
viite: 22 / 43
| Tekijä: | Volk, H. |
| Otsikko: | Vom Sscein zum Sein. Corporate Identity ist mehr als Öffentlichkeitsarbeit. |
| Lehti: | Zeitschrift Führung + Organisation
1991 : JAN/FEB, VOL. 60:1, p. 49-53 |
| Asiasana: | CORPORATE IMAGE |
| Kieli: | ger |
| Tiivistelmä: | The increasing pressure of competition with the growing substitutability of products means that, regardless of the quality of its products, an enterprise must create a profile for itself on the market. This profile, which must be associated unmistakably with the firm in question, is referred to as corporate identity (CI). The author considers the development and content of corporate identity. The results of an empirical investigation into corporate identity show that it has a significant impact on corporate results. The author suggests a five-phase concept for its planning and realization. |
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