haku: @author Riel, C. B. M. van / yhteensä: 5
viite: 5 / 5
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| Tekijä: | Riel, C. B. M. van Balmer, J. M. T. |
| Otsikko: | Corporate identity: The concept, it's measurement and management |
| Lehti: | European Journal of Marketing
1997 : VOL. 31:5/6, p. 340-355 |
| Asiasana: | CORPORATE CULTURE CORPORATE IMAGE MANAGEMENT STYLES |
| Kieli: | eng |
| Tiivistelmä: | This paper names the main trends of corporate identity literature, and describes what corporate identity is. The rationale for corporate identity management is explained. The main methods to reveal the the actual corporate identity are described. Reference is made to recent models used to reveal organizations' identity. Future research in corporate identity will benefit from an interdisciplinary approach: there will be a large body of knowledge on corporate identity coupled with a realization by practitioners and academics that a favourable corporate identity an important asset for corporations and needs constant management attention. |
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