haku: @author Melewar, T. C. / yhteensä: 5
viite: 2 / 5
| Tekijä: | Melewar, T. C. Karaosmanoglu, E. |
| Otsikko: | Seven dimensions of corporate identity: a categorization from the practitionersÂ’ perspectives |
| Lehti: | European Journal of Marketing
2006 : VOL. 40:7-8, p.846-869 |
| Asiasana: | COMPANIES marketing strategy image |
| Vapaa asiasana: | organizational identity |
| Kieli: | eng |
| Tiivistelmä: | This article examines the essential corporate identity components, which organizations perceive as fundamental, and analyzes their contents. Building upon the practitionerÂ’s views, the authors propose an operational definition of corporate identity. The methodology used included management interviews, and analyses of corporate literature and websites. The first phase of analysis consisted of multidisciplinary categorization and this phase facilitated the systematic examination of various components associated with corporate identity. The results show that the practitioners seem to have very differing views about the fundamental components of corporate identity. The areas of corporate design, communication, behaviour, and strategy were commonly associated with identity, whereas there was no common agreement about if corporate culture affected identity. Practical implications for management are presented in the article. |
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