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'Living' the Corporate Identity: Case Studies from the Creative Industry

Andriopoulos, Constantine and Gotsi, Manto 2001. 'Living' the Corporate Identity: Case Studies from the Creative Industry. Corporate Reputation Review 4 (2) , pp. 144-154. 10.1057/palgrave.crr.1540139

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Two case studies of well-reputed creative organizations examine the processes involved in managing employees' identification with the desired corporate identity. Findings illustrate that the creative organizations under study use the 'bonding', 'inspirationalizing' and 'breaking new grounds' processes to encourage employee identification with the key values and behaviors their organizations aim to project to their stakeholders. The proposed framework provides academics and practitioners with further insight on processes that are actually applied in practice to cater for employees' need for inclusion and create emotional contract with the desired identity.

Item Type: Article
Date Type: Publication
Status: Published
Schools: Business (Including Economics)
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Uncontrolled Keywords: Reputation; image; identity; brand; stakeholder; communications; intangibles; philanthropy; advertising; positioning; corporate branding; e-communication
Publisher: Palgrave Macmillan
ISSN: 1363-3589
Last Modified: 12 Jan 2018 20:24

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