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| Tekijä: | Leitch, S. Davenport, S. |
| Otsikko: | Corporate identity as an enabler and constraint on the pursuit of corporate objectives |
| Lehti: | European Journal of Marketing
2011 : VOL. 45:9/10, p. 1501-1520 |
| Asiasana: | COMPANIES organizations social change marketing alliances |
| Kieli: | eng |
| Tiivistelmä: | This article explores the relationship between corporate identity (CI), corporate marketing and the pursuit of corporate objectives at a societal level. The study is relied on a literature review and multiple method case study. The findings show that CI may serve as a constraint on corporate marketing and even limits strategic and tactical options. The article argues that purpose of front organization as an organizational type was to enable action and overcome the corporate marketing constrain experiment by other organizations. In other words, CI may also comprise a strategic resource when it enables action. The study identifies seven particular characteristics of front organizations that make action possible. |
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