HCBE Faculty Articles
Title
Corporate Identity, Strategy and Change
Document Type
Article
Publication Date
3-2017
Publication Title
Journal of Brand Management
ISSN or ISBN
1479-1803
Volume
24
Issue/Number
2
First Page
129
Last Page
139
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
10.1057/s41262-017-0026-8
NSUWorks Citation
Abratt, Russell and Mingione, Michela, "Corporate Identity, Strategy and Change" (2017). HCBE Faculty Articles. 903.
https://nsuworks.nova.edu/hcbe_facarticles/903
