PRISTUPI ISTRAŽIVANJU KORPORATIVNOG IDENTITETA
APPROACHES TO CORPORATE IDENTITY RESEARCH
Author(s): Nino Ćorić, Irena Mrnjavac, Nela CarekSubject(s): Social Sciences, Economy, Business Economy / Management, Communication studies, Sociology, Theory of Communication, Management and complex organizations, Sociology of the arts, business, education, Economic development
Published by: Filozofski fakultet Sveučilišta u Mostaru
Keywords: corporate identity; corporate identity platform; model of managing corporate identity
Summary/Abstract: In a wider sense identity can be defined as a number of features according to which an individual or a group, an organization, can be recognized or differ from each other. The concept corporate identity points to the organizational individuality and suggests that every organization, every corporate body, has its own character, uniqueness and individuality. Approaches to its definition come from various scientific fields. Because of its complexity, variability and heterogeneity it can not be easily and completely managed. Therefore there is no a universal model for its formation and managing. In the paper we analyze approaches to the concept of corporate identity, its components and managing models.
Journal: Identiteti - Kulture - Jezici
- Issue Year: 1/2015
- Issue No: 1
- Page Range: 351-367
- Page Count: 17
- Language: Croatian