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Corporate Branding through External Perception of Organizational Culture

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This paper suggests that there may be a relationship between the external perceptions of organizational culture and corporate branding as measured by reputation. Using an instrument based on the Organizational Culture Profile, 179 industry professionals evaluated eight culture dimensions in six well known Silicon Valley firms (Apple Computer, Cisco Systems, Hewlett Packard, Oracle, Sun Microsystems and 3 Com). Corporate Branding was measured by utilizing a reputation-measuring instrument. Reputations of the firms were obtained by using the six dimension results of Fombrun's Reputation Quotient Survey. Regression analysis was performed on 48 possible pair by pair reputation/culture dimension relationships. A total of 11 correlations were found significant. The findings suggest that in these six firms, the strategic resource of corporate brand (as measured by reputation) may partially reflect external perceptions of culture.

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Kowalczyk, S., Pawlish, M. Corporate Branding through External Perception of Organizational Culture. Corp Reputation Rev 5, 159–174 (2002).

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