Advertisement

Journal of Brand Management

, Volume 24, Issue 2, pp 129–139 | Cite as

Corporate identity, strategy and change

  • Russell AbrattEmail author
  • Michela Mingione
Commentary

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 

References

  1. Abratt, R. and Kleyn, N. (2012) Corporate identity, corporate branding and corporate reputations: Reconciliation and integration. European Journal of Marketing 46(7/8): 1048–1063.CrossRefGoogle Scholar
  2. Albert, S. and Whetten, D.A. (1985) Organizational identity. In: L.L. Cummings and B.M. Staw (eds.) Research in Organizational Behavior. Greenwich, CT: JAI Press, pp. 263–295.Google Scholar
  3. Balmer, J.M.T. (2001) From the Pentagon: A new identity framework. Corporate Reputation Review 4(1): 11–22.CrossRefGoogle Scholar
  4. Balmer, J.M.T. (2011) Corporate marketing myopia and the inexorable rise of a corporate marketing logic: Perspectives from identity-based views of the firm. European Journal of Marketing 45(9/10): 1329–1352.CrossRefGoogle Scholar
  5. Balmer, J.M.T. (2012) Strategic corporate brand alignment: Perspectives from identity based views of corporate brands. European Journal of Marketing 46(7/8): 1064–1092.CrossRefGoogle Scholar
  6. Balmer, J.M.T. and Greyser, S.A. (2002) Managing the multiple identities of the corporation. California Management Review 44(3): 72–86.CrossRefGoogle Scholar
  7. Balmer, J.M.T. and Soenen, G.B. (1999) The acid test of corporate identity management™. Journal of Marketing Management 15(1–3): 69–92.CrossRefGoogle Scholar
  8. Balmer, J.M.T. and Stuart, H. (2004) British Airways and Balmer’s AC3ID Test of Corporate Brand Management. Bradford University School of Management. Working Paper No. 04/26.Google Scholar
  9. Balmer, J.M.T. and Thomson, I. (2009) The shared management and ownership of corporate brands: the case of Hilton. Journal of General Management 34(4): 15–37.CrossRefGoogle Scholar
  10. Balmer, J.M.T., Stuart, H. and Greyser, S.A. (2009) Aligning identity and strategy: Corporate branding at British Airways in the late 20th century. California Management Review 51(3): 6–23.CrossRefGoogle Scholar
  11. Battaglia, M., Bianchi, L., Frey, M. and Passetti, E. (2015) Sustainability reporting and corporate identity: Action research evidence in an Italian retailing cooperative. Business Ethics: A European Review 24(1): 52–72.CrossRefGoogle Scholar
  12. Brown, T.J., Dacin, P.A., Pratt, M.G. and Whetten, D.A. (2006) Identity, intended image, construed image, and reputation: An interdisciplinary framework and suggested terminology. Journal of the Academy of Marketing Science 34(2): 99–106.CrossRefGoogle Scholar
  13. Cornelissen, J.P., Haslam, S.A. and Balmer, J.M.T. (2007) Social identity, organizational identity and corporate identity: Towards an integrated understanding of processes, patternings and products. British Journal of Management 18(1): 1–16.CrossRefGoogle Scholar
  14. Gersick, C.J.G. (1988) Time and transition in work teams: Toward a new model of group development. Academy of Management Journal 31(1): 9–41.CrossRefGoogle Scholar
  15. Gersick, C.J.G. (1991) Revolutionary change theories: A multilevel exploration of the punctuated equilibrium paradigm. Academy of Management Review 16(1): 10–36.CrossRefGoogle Scholar
  16. Gioia, D.A., Schultz, M. and Corley, K.G. (2000) Organizational identity, image, and adaptive instability. Academy of Management Review 25(1): 63–81.Google Scholar
  17. Gould, S.J. (1977) Ever since Darwin: Reflections in Natural History. New York: Norton.Google Scholar
  18. Gould, S.J. (1980) The Panda’s Thumb. New York: Norton.Google Scholar
  19. Gould, S.J. and Eldredge, N. (1977) Punctuated equilibria: The tempo and mode of evolution reconsidered. Paleobiology 3(2): 115–151.CrossRefGoogle Scholar
  20. Handelman, J.M. (2006) Corporate identity and the societal constituent. Journal of the Academy of Marketing Science 34(2): 107–114.CrossRefGoogle Scholar
  21. Hatch, M.J. and Schultz, M. (2003) Bringing the corporation into corporate branding. European Journal of Marketing 37(7/8): 1041–1064.CrossRefGoogle Scholar
  22. He, H.W. (2008) Corporate identity/strategy interface: Implications for corporate level marketing. European Journal of Marketing 42(1/2): 10–15.CrossRefGoogle Scholar
  23. He, H.W. (2012) Corporate identity anchors: A managerial cognition perspective. European Journal of Marketing 46(5): 609–625.CrossRefGoogle Scholar
  24. He, H.W. and Balmer, J.M.T. (2005) The saliency and significance of generic identity: An explanatory study of UK building societies. International Journal of Bank Marketing 23(4): 334–348.CrossRefGoogle Scholar
  25. He, H.W. and Balmer, J.M.T. (2007) Identity studies: Multiple perspectives and implications for corporate-level marketing. European Journal of Marketing 41(7/8): 765–785.CrossRefGoogle Scholar
  26. Illia, L., Schmid, E., Fischbach, I., Hangartner, R. and Rivola, R. (2004) An issues management perspective on corporate identity: The case of a regulatory agency. Corporate Reputation Review 7(1): 10–21.CrossRefGoogle Scholar
  27. Kuhn, T.S. (1970) The Structure of Scientific Revolution (2nd ed.). Chicago: University of Chicago Press.Google Scholar
  28. Levinson, D.J. (1978) The Seasons of a Man’s Life. New York: Knopf.Google Scholar
  29. Melewar, T.C. (2003) Determinants of the corporate identity construct: A review of the literature. Journal of marketing Communications 9(4): 195–220.CrossRefGoogle Scholar
  30. Melewar, T.C. and Akel, S. (2005) The role of corporate identity in the higher education sector: A case study. Corporate Communications: An International Journal 10(1): 41–57.CrossRefGoogle Scholar
  31. Olins, W. (1978) The Corporate Personality: An Inquiry into The Nature of Corporate Identity. London: The Design Council.Google Scholar
  32. Prigogine, I. and Stengers, I. (1984) Order Out of Chaos: Man’s New Dialogue with Nature. New York: Bantam Books.Google Scholar
  33. Rodrigues, S. and Child, J. (2008) The development of corporate identity: A political perspective. Journal of Management Studies 45(5): 885–911.CrossRefGoogle Scholar
  34. Stuart, H. (1999) Towards a definitive model of the corporate identity management process. Corporate Communications: An International Journal 4(4): 200–207.CrossRefGoogle Scholar
  35. Tushman, M.L. and Romanelli, E. (1985) Organizational evolution: A metamorphosis model of convergence and reorientation. In: L.L. Cummings and B.M. Staw (eds.) Research in Organizational Behavior. Greenwich, CT: JAI Press, pp. 171–222.Google Scholar
  36. Tushman, M.L. and Anderson, P. (1986) Technological discontinuities and organizational environments. Administrative Science Quarterly 31(3): 439–465.CrossRefGoogle Scholar
  37. Tushman, M.L. and O’Reilly III, C.A. (1996) The ambidextrous organizations: Managing evolutionary and revolutionary change. California Management Review 38(4): 8–30.CrossRefGoogle Scholar
  38. Tushman, M.L., Newman, W.H. and Romanelli, E. (1986) Convergence and upheaval: Managing the unsteady pace of organizational evolution. California Management Review 29(1): 29–44.CrossRefGoogle Scholar
  39. Van de Ven, A.H. and Poole, M.S. (1995) Explaining development and change in organizations. Academy of Management Review 20(3): 510–540.Google Scholar
  40. Van Riel, C.B. and Balmer, J.M.T. (1997) Corporate identity: the concept, its measurement and management. European Journal of Marketing 31(5/6): 340–355.CrossRefGoogle Scholar
  41. Varadarajan, R. (2010) Strategic marketing and marketing strategy: Domain, definition, fundamental issues and foundational premises, Journal of the Academy of Marketing Science 38(2): 119–140.CrossRefGoogle Scholar

Copyright information

© Macmillan Publishers Ltd 2017

Authors and Affiliations

  1. 1.Huizenga College of Business and EntrepreneurshipNova Southeastern UniversityLauderdaleUSA
  2. 2.University of Rome Tor VergataRomeItaly

Personalised recommendations