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Managing the Multiple Identities of the Corporation

Managing the Multiple Identities of the Corporation Spring 2002 | V ol.44, No.3 | REPRINT SERIES California Review Management Managing the Multiple Identities of the Corporation John M.T. Balmer Stephen A. Greyser © 2002 by The Regents of the University of California Managing the Multiple Identities of the Corporation John M.T. Balmer Stephen A. Greyser ecently, companies have been experiencing a period where the corpo- rate identity landscape has become more active and more crowded. R For example: ▪ Mergers, spin-offs, acquisitions, and alliances have led to many new or meaningfully changed companies, in turn calling for new identities by name and/or business focus. ▪ The proliferation of dot.com and new technology companies created many new (and differentiated) company identities, albeit often short- lived. ▪ Some existing companies undertook “re-imaging” as they sought, sub- stantively and/or via communications, to make their identities more tech- nology-oriented. Consequently, corporate managing of identity and image has become more salient, especially in and for the financial marketplace and for the media. In short, corporate identity has emerged as a “hot topic” for senior company The authors wish to acknowledge the assistance of Guillaume Soenen, Professor Balmer’s research assistant in the initial stages of the research repor ted here. Also we http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png California Management Review SAGE

Managing the Multiple Identities of the Corporation

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References (26)

Publisher
SAGE
Copyright
© 2002 The Regents of the University of California
ISSN
0008-1256
eISSN
2162-8564
DOI
10.2307/41166133
Publisher site
See Article on Publisher Site

Abstract

Spring 2002 | V ol.44, No.3 | REPRINT SERIES California Review Management Managing the Multiple Identities of the Corporation John M.T. Balmer Stephen A. Greyser © 2002 by The Regents of the University of California Managing the Multiple Identities of the Corporation John M.T. Balmer Stephen A. Greyser ecently, companies have been experiencing a period where the corpo- rate identity landscape has become more active and more crowded. R For example: ▪ Mergers, spin-offs, acquisitions, and alliances have led to many new or meaningfully changed companies, in turn calling for new identities by name and/or business focus. ▪ The proliferation of dot.com and new technology companies created many new (and differentiated) company identities, albeit often short- lived. ▪ Some existing companies undertook “re-imaging” as they sought, sub- stantively and/or via communications, to make their identities more tech- nology-oriented. Consequently, corporate managing of identity and image has become more salient, especially in and for the financial marketplace and for the media. In short, corporate identity has emerged as a “hot topic” for senior company The authors wish to acknowledge the assistance of Guillaume Soenen, Professor Balmer’s research assistant in the initial stages of the research repor ted here. Also we

Journal

California Management ReviewSAGE

Published: Apr 1, 2002

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