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Corporate Identity as Strategic Management Communication: A Working Framework

In: Contemporary Thoughts on Corporate Branding and Corporate Identity Management

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  • Chun Wah Lee

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.

Suggested Citation

  • Chun Wah Lee, 2008. "Corporate Identity as Strategic Management Communication: A Working Framework," Palgrave Macmillan Books, in: T. C. Melewar & Elif Karaosmanoğlu (ed.), Contemporary Thoughts on Corporate Branding and Corporate Identity Management, chapter 7, pages 138-149, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-58322-1_8
    DOI: 10.1057/9780230583221_8
    as

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