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Identity Based View of Organization

In: Business and Management

Submitted By kamranasif2004
Words 3826
Pages 16
INTRODUCTION:
An identity of a corporation is a complex thing to understand, and established. There is still a general lack of consistency when these terms are adopted to theoretical models or applied in Practice (Lars Thuger Christensen, Suren Askegaard 1999), in this essay the author has tried to review the literature of scholars of corporate identity to bring the whole concept in a nutshell.
This essay consists of two parts (a) and (b), in (a) author has tried to look into the notion of identity based view of corporation by exploring well known literature in order to assess how concept of identity serves organizations, how it helps in defining identity of corporation, the difference between the two, what are Balmer’s “Business identities”?, multiple identities of any corporate entity, inward and outward bound identities of corporation, also author tried to look into Balmer’s corporate identity Quindrivium which is for author of this essay is like a breakthrough in understanding the concept of identity based view of corporation, this part shows that identity of corporation is combination of multiple identities which needs to stay aligned to build positive corporate identity.
In (b) the author tries to link the concept of corporate identity with another element of corporate level marketing(Balmer, J.M.T and Edmond Gray 2003), that is “corporate branding”, and tried to look into concepts like what is corporate branding ?, relation between corporate identity and corporate branding , utility to each other, the misconceptions, how significance of identity to corporate branding lead the restructuring of AC2ID test to AC3ID test, how corporate Quindrivium helps in understanding of corporate branding as an outward bound identification of a corporation, and distinction between the two in order to uncover the characteristics of corporate branding, this part will show...

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