Abstract
There has been a lack of systematic conceptual and empirical research on the term ‘corporate identity’. This paper is an attempt to synthesize some of the key prior research on the concept and posit an integrative working framework of the dimensions and determinants of corporate identity. The framework incorporates the original constructs of strategy, structure and culture as well as a set of additional constructs related to management processes and environmental characteristics. For a managerial audience, this analysis helps managers to identify a broad range of issues to consider, including corporate artifacts, symbolism, shared values, the nature of employee relationships and mental schemata. There is no ‘fixed’ solution to corporate-identity management as such, but there is a framework that fosters flexible positioning when executing the associated corporate identity mix. The process is an important management communication issue.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
References
Albert, S. and D. A. Whetten (1985) ‘Organizational Identity’, in L. L. Cummings and B. M. Shaw, Research in Organizational Behavior, 7 (Greenwich, CT: JAI Press), pp. 263–95.
Alvesson, M. (1993) ‘Organization: from Substance to Image’, Organization Studies, 11 (3), pp. 373–94.
Balmer, J. M. T. (1995) ‘Corporate Branding and Connoisseurship’, Journal of General Management, 21, pp. 22–46.
Balmer, J. M. T. (1998) ‘Corporate Identity and the Advent of Corporate Marketing’, Journal of Marketing Management, 14 (8), pp. 963–96.
Balmer, J. M. T. and I. Wilson (1998) ‘Corporate Identity: There is More to It than Meets the Eye’, International Studies of Management and Organization, 28 (3). pp. 12–31.
Birkigt, K. and M. M. Stadler (1986) Corporate Identity: Grundlagen, Funktionen, Fallspielen (Landsberg am Lech: Verlag Moderne Industrie).
Botan, H. (1993) ‘Introduction to the Paradigm Struggle in Public Relations’, Public Relations Review, 19, pp. 107–10.
Christensen, L. T. and G. Cheney (1999) ‘Articulating Identity in an Organizational Age’, in S. A. Deetz (ed.) Communication Yearbook, 17 (Thousand Oaks: Sage) pp. 222–35.
Christensen, L. T. and G. Cheney (2000) ‘Self-absorption and Self-seduction in the Corporate Identity Game’, in M. Schultz and M. Hatch (eds) The Expressive Organization (Oxford: Oxford University Press), pp. 246–70.
Cornelissen, J. and P. Harris (2001) ‘The Corporate Identity Metaphor: Perspectives, Problems and Prospects’, Journal of Marketing Management, 17 (1), pp. 49–71.
Czarniawska-Joerges, B. (1994) ‘Narratives of Individual and Organizational Identities’, in S. A. Deetz (ed.) Communication Yearbook, 17 (Thousand Oaks: Sage), pp. 193–221.
Dutton, J. E., J. M. Dukerich and C. V. Marquail (1994) ‘Organizational Images and Member Identification’, Administrative Science Quarterly, 39, pp. 239–63.
Grunig, J. E. (1993) ‘Image and Substance: From Symbolic to Behavioral Relationships.’ Public Relations Review, 19 (2), pp. 121–39.
Hatch, M. and M. Schultz (1997) ‘Relations between Organizational Culture, Identity and Image’, European Journal of Marketing, 31 (5) pp. 356–65.
Hatch, M. and M. Schultz (2001) ‘Are the Strategic Stars Aligned for Your Corporate Brand?’, Harvard Business Review, 79 (2), pp. 129–34.
Heath, R. L. (1994) Management of Corporate Communication: From Interpersonal Contacts to External Affairs (Hillsdale: Lawrence Erlbaum Associates).
Kennedy, S. H. (1977) ‘Nurturing Corporate Images: Total Communication or Ego Trip?’ European Journal of Marketing, 11 (3), pp. 120–64.
Larçon, J. P. and R. Reitter (1979) Structures de Pouvoir et Identité de l’entreprise (Paris: Nathan).
Lippincott, J. G. and W. P. Margulies (1957) ‘The Corporate Look: A Problem in Design’, Public Relations Journal, 13.
Morison, I. (1997) ‘Breaking the Monolithic Mould’, International Journal of Bank Marketing, 15 (5), pp. 153–62.
Olasky, M. N. (1987) Corporate Public Relations: A New Historical Perspective (Hillsdale: Lawrence Erlbaum Associates).
Olins, W. (1978) The Corporate Personality: An Inquiry into the Nature of Corporate Identity (London: Design Council).
Olins, W. (1989) Corporate Identity: Making Strategy Visible through Design (London: Thames and Hudson).
Schein, E. H. (1985) Organizational Culture and Leadership (San Francisco: Jossey-Bass).
van Maanen, J. (1991) ‘The Smile Factory: Work at Disneyland’, in P. J. Frost, L. Moore, M. Louis, C. Lundberg and J. Martin (eds) Reframing Organizational Culture (Newbury Park: Sage, 1991) pp. 58–76.
van Riel, C. B. M. and J. M. T. Balmer (1997) ‘Corporate Identity: The Concept, Its Measurement and Management’, European Journal of Marketing, 31 (5), pp. 340–55.
Editor information
Editors and Affiliations
Copyright information
© 2008 Lee Chun Wah
About this chapter
Cite this chapter
Lee, C.W. (2008). Corporate Identity as Strategic Management Communication: A Working Framework. In: Melewar, T.C., Karaosmanoğlu, E. (eds) Contemporary Thoughts on Corporate Branding and Corporate Identity Management. Palgrave Macmillan, London. https://doi.org/10.1057/9780230583221_8
Download citation
DOI: https://doi.org/10.1057/9780230583221_8
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-36062-8
Online ISBN: 978-0-230-58322-1
eBook Packages: Palgrave Business & Management CollectionBusiness and Management (R0)