Preliminary communication
https://doi.org/10.20867/thm.9.1.13
CULTURE, IDENTITY AND CORPORATE IMAGE: POSSIBILITIES AND LIMITATIONS
Hrvoje Pende
Abstract
Corporate culture, identity and image are highly intertwined. Management style, its culture and ability to communicate proclaimed values to the employees and other stakeholders determines the corporate culture, as a tacitly agreed way of behavior. Strong and positive cultures generally create favorable identities and images, while negative cultures undoubtedly lead to undesirable identities (personal and corporate) and images. Modem societies expect higher business standards and ethics from their organizations. To meet those expectations successfully, corporations has to create positive identity/image. It is only achievable through recognizable way of communicating their organization and their products, i.e. through distinctive internal culture. Strong, modem and social responsible corporate culture, based on universal and business ethics, helps the organization to reach and attract consumers and to remain in globalized business.
Keywords
Corporate culture; corporate identity; corporate image; management style
Hrčak ID:
181603
URI
Publication date:
30.6.2003.
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