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Reebook stategic audit

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Miscellaneous

 

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Thomas D

 

Date added:

June 21, 2014

 

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A

 

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12 / 3194

 

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Corporate identity seems to be a general purpose concept that serves as an alibi for a variety of activities such as designing a new logo, interior decoration, salesforce training, all the way up to changing the corporate culture (van Rekom, 1997). Corporate identity is perceived by most authors as the organization's presentation to its various stakeholders and the means by which it distinguishes itself from other similar organizations (Markwick and Fill, 1997)...
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The application of this concept is limited insofar as it focuses principally on what the organization wants to become in visual terms, on its desired identity. This perspective ignores the operational reality of the organization, its actual identity. The desired organizational identity usually refers to the management vision and the corporate mission of the organization which lies in the heads of organizational decision makers (Balmer and Soenen, 1999)...
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