Maintaining an organisations corporate identity.

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Maintaining anorganisation’s corporate identity

The McKinsey’s 7S diagram demonstrate that in order to be successful maintaining and establish a corporate identity it is unavoidable to align all factors of a company like structure, staff, strategy, systems, skills, style and the shared values.
Furthermore Davis Young describes in his book that the company has to be aware of the following items while considering the own corporate identity:

  1. “Important decisions by stakeholders are invariably based on trust
  2. There is no quick or easy way to have a good reputation
  3. A god reputation is everyone’s job, not just management’s
  4. You cannot have a good external reputation unless you have a good internal reputation
  5. It may take years to build a reputation but only a moment to destroy one”

To maintain the identity you will also have to conduct a research and conclude the view of the stakeholders and the senior management on existing and desired image. Afterward you have to check all elements of the actual identity and compare it to the desired image. Finally if necessary a plan to conform the corporate identity has to be formulated.  

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But the problems in maintaining a corporate identity are that a corporation continually has to ensure the quality of their suppliers’ products. Because of the globalisation more and more products get sourced and a bad quality of a supplied component will go back to the own company. Furthermore ethnical and environmental issues have to be considered. Some customers place high value on corporations which are not being involved in gambling and defence. But the companies are also under stress because of technological factors and changing work patterns. They have to retain educated employees which can now, because of demographic changes, ...

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