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Reebook stategic audit Introduction Interest in corporate identity, both as a management issue and as an academic discipline, has grown significantly over the last
Submitted by oneluv on February 16, 2008
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Introduction
Interest in corporate identity, both as a management issue and as an academic discipline, has grown significantly over the last decade. However, one of the major problems in this area of research is the lack of consensus as to basic conceptualization and definition of corporate identity (Balmer and Wilkinson, 1991). Corporate identity seems to be a general purpose concept that serves as an alibi for a variety of activities such as designing a new logo, interior decoration, salesforce training, all the way up to changing the corporate culture (van Rekom, 1997). Corporate identity is perceived by most authors as the organization's presentation to its various stakeholders and the means by which it distinguishes itself from other similar organizations (Markwick and Fill, 1997). The application of this concept is limited insofar as it focuses principally on what the organization wants to become in visual terms, on its desired identity. This perspective ignores the operational reality of the organization, its actual identity. The desired organizational identity usually refers to the management vision and the corporate mission of the organization which lies in the heads of organizational decision makers (Balmer and Soenen, 1999). The actual identity, on the other hand, refers to what the organization is (Balmer, 1995), reflecting the value orientation of the organization (van Rekom, 1997) which frames the mind-sets and behaviors of organizational members.
The actual organizational identity is of particular relevance when considering the need to merge both internal and external aspects of modern organizations. The heightened emphasis on networking, customer service and the emphasis on total corporate communications, has created a situation whereby the management of external relations is now an integral part of the daily activity of nearly all organizational members (Hatch and Schultz, 1997). The increasing visibility of insiders...
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