Corporate Identity, Strategy and Change

Author(s)

Russell Abratt, Nova Southeastern UniversityFollow
Michela Mingione, University of Rome La Sapienza

Document Type

Article

Publication Title

Journal of Brand Management

ISSN

1479-1803

Publication Date

3-2017

Abstract/Excerpt

This commentary aims to broaden our understanding of corporate identity, in particular its relationships to strategy and change. It highlights the evolving nature of corporate identity and strategy, outlines the triggers for corporate identity change, examines earlier managerial models and reports on some existing case examples. Drawing on the field of management studies, in particular the Punctuated Equilibrium Theory, we propose a model to successfully manage the corporate identity change process. We call for more research in the corporate identity area.

DOI

https://doi.org/10.1057/s41262-017-0026-8

Volume

24

Issue

2

First Page

129

Last Page

139

NSUWorks Citation

Abratt, Russell and Mingione, Michela, "Corporate Identity, Strategy and Change" (2017). HCBE Faculty Articles. 903.
https://nsuworks.nova.edu/hcbe_facarticles/903