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Corporate identity, strategy and change

Author

Listed:
  • Russell Abratt

    (Nova Southeastern University)

  • Michela Mingione

    (University of Rome Tor Vergata)

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.

Suggested Citation

  • Russell Abratt & Michela Mingione, 2017. "Corporate identity, strategy and change," Journal of Brand Management, Palgrave Macmillan, vol. 24(2), pages 129-139, March.
    • Handle: RePEc:pal:jobman:v:24:y:2017:i:2:d:10.1057_s41262-017-0026-8
    DOI: 10.1057/s41262-017-0026-8
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    References listed on IDEAS

    as
    1. Suzana Rodrigues & John Child, 2008. "The Development of Corporate Identity: A Political Perspective," Journal of Management Studies, Wiley Blackwell, vol. 45(5), pages 885-911, July.
    2. Guillaume Soenen & J. Balmer, 1999. "The ACID test of corporate identity management," Post-Print hal-02312896, HAL.
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    Cited by:

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    2. Li Wang & Lay Hoon Ang & Fumeng Gao & Hazlina Abdul Halim, 2023. "The relationality of parts for narrative identity constitution in the corporate profile translations of China’s multinational corporations," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-11, December.
    3. Rafael Bravo & José M. Pina & Beatriz Tirado, 2025. "Redefining brand identity and internal communications in turbulent times: the case of Banco Sabadell," Journal of Brand Management, Palgrave Macmillan, vol. 32(1), pages 50-64, January.
    4. Tourky, Marwa & Kitchen, Philip & Shaalan, Ahmed, 2020. "The role of corporate identity in CSR implementation: An integrative framework," Journal of Business Research, Elsevier, vol. 117(C), pages 694-706.
    5. Cleopatra Veloutsou, 2023. "Enlightening the brand building–audience response link," Journal of Brand Management, Palgrave Macmillan, vol. 30(6), pages 550-566, November.
    6. Gianpaolo Abatecola, 2021. "Prioritizing Short-Termism in Behavioural Strategy: Lessons from Enron – 20 Years On," International Journal of Business and Management, Canadian Center of Science and Education, vol. 14(4), pages 1-60, July.
    7. Shaun M. Powell, 2017. "Journal of Brand Management: year end review 2017," Journal of Brand Management, Palgrave Macmillan, vol. 24(6), pages 509-515, November.
    8. Flint, Daniel J. & Signori, Paola & Golicic, Susan L., 2018. "Corporate Identity Congruence: A meanings-based analysis," Journal of Business Research, Elsevier, vol. 86(C), pages 68-82.

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