Corporate identity – A Process of Strategic Interpretation in an MNC
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چکیده
Corporate identity is an ill-defined concept. It has attracted growing interest among both scholars and practitioners in the recent years. But it is still hard to find a holistic view of corporate identity and its management because of the multidisciplinary nature of identity; it is positioned somewhere between strategic management, marketing, communication, performance management, human resources, and design management. All disciplines tackle the question of identity inside their own paradigms, which leads to overlapping definitions and conceptual chaos.
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