HCBE Faculty Articles

Title

Corporate Identity, Strategy and Change

Document Type

Article

Date

3-2017

Publication Title

Journal of Brand Management

ISSN or ISBN

1479-1803

Volume

24

Issue

2

First Page

129

Last Page

139

Description

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

10.1057/s41262-017-0026-8

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