haku: @author Wiedmann, K-P. / yhteensä: 5
viite: 4 / 5
| Tekijä: | Wiedmann, K-P. Jugel, S. |
| Otsikko: | Corporate-Identity-Strategie |
| Lehti: | Unternehmung
1987 : JUN, VOL. 41:3, p.186-204 |
| Asiasana: | CORPORATE IMAGE CORPORATE CULTURE |
| Kieli: | ger |
| Tiivistelmä: | There are two approaches to corporate identity /CI/. The first one focuses on company culture or "personality traits" of the company. The second one relates CI to the fundamental strategy of the firm. The main elements of an effective CI-mix are discussed: the Corporate Communications /CC/, the Corporate Design /CD/, and the Corporate Behavior /CB/. The development of both the intern and the extern corporate image is thoroughly analyzed. The philosophy of the company, the strategic objectives as well as the existing company culture are confronted with the environmental challenges. The necessity of planning while the management determines the strategic link with the CI is stressed. The role of employee participation and the management involvement is argued. |
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