Corporate identity, strategy and change

Russell Abratt () and Michela Mingione
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Russell Abratt: Nova Southeastern University
Michela Mingione: University of Rome Tor Vergata

Journal of Brand Management, 2017, vol. 24, issue 2, No 1, 129-139

Abstract: Abstract 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.

Keywords: corporate identity; strategy; evolutionary change; revolutionary change; punctuated equilibrium theory (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (8)

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DOI: 10.1057/s41262-017-0026-8

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