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Article
Publication date: 29 March 2013

Hong‐Wei He and John M.T. Balmer

This article has an explicit purpose of making a theoretical contribution to the issue of senior management cognitions of the corporate identity/corporate strategy interface. The…

6496

Abstract

Purpose

This article has an explicit purpose of making a theoretical contribution to the issue of senior management cognitions of the corporate identity/corporate strategy interface. The aim of this research is to particularise the nature and saliency of this interface to corporate marketing scholars and practitioners alike.

Design/methodology/approach

This article adopts a grounded theory methodology and is informed by three in depth case studies undertaken among three building societies (mutuals) operating within the British Financial Services Industry.

Findings

The results confirm the saliency of the corporate identity/corporate strategy dyad vis‐a‐vis the comprehension and management of contemporary organisation. Theoretically, the study finds that senior management's cognitions of the corporate identity/strategy interface are interdependent, symbiotic and dynamic in nature: the nature of the dyad differed among the three institutions examined. In terms of the nascent domain of corporate marketing, this study confirms the extant literature, which suggests that, in addition to comprehending the psychology of customers and other stakeholders, the psychology of senior managers is also highly germane.

Practical implications

Within corporate marketing contexts, organisations should be mindful of the critical importance of the corporate identity/strategy interface; a concern for the above should be an important part of their corporate marketing as well as regulatory and strategic deliberations. However, senior managers should note the inherent dangers to identity maintenance where material alignment between corporate identity and strategy is ignored and where cognitive alignment is adopted as a surrogate: the former entails a synchronisation of facts whereas the latter entails the calibration of beliefs vis‐à‐vis corporate identity and strategy.

Originality/value

This is a major theory‐building study, which examines managerial cognitions of the corporate identity/strategy interface and a major study of its type within the British Building Society sector.

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Article
Publication date: 15 February 2008

Hong‐Wei He

The purpose of this paper is to examine the latest development of a crucial sub‐area within the field of corporate identity (CI): the interface between CI and strategy. Moreover…

5935

Abstract

Purpose

The purpose of this paper is to examine the latest development of a crucial sub‐area within the field of corporate identity (CI): the interface between CI and strategy. Moreover, this paper presents the marketing implications of identity/strategy interface.

Design/methodology/approach

This research is based on both pertinent literature and a recent grounded theory case study on the interplay between identity and strategy,

Findings

The findings from literature review suggest that more theoretical and empirical studies are essential to advancing CI/strategy interface, whose progress in turn is critical to the field of corporate identity and corporate level marketing. The case study finds that: CI/strategy dissonance is a key construct to examine CI/strategy interface; and managers utilise a range of defence mechanism to make sense of CI/strategy dissonance.

Originality/value

Corporate identity research has paid generous attention to the potential mismatch between identity‐image, identity‐communication, identity‐culture, but limited attention has been directed to the potential breakdown of the CI/strategy link. The study suggests that companies should pay more attention to the potential negative effect of their market strategies, such as market choices and diversification, on identity and image. On the other hand, the dissonance between identity and strategy could be great opportunities for proactive reputation management and organizational change.

Details

European Journal of Marketing, vol. 42 no. 1/2
Type: Research Article
ISSN: 0309-0566

Keywords

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Article
Publication date: 31 July 2007

Hong‐Wei He and John M.T. Balmer

The concept of identity provides the platform by which many corporate‐level concepts can be understood such as corporate branding, corporate communications, corporate image and…

5754

Abstract

Purpose

The concept of identity provides the platform by which many corporate‐level concepts can be understood such as corporate branding, corporate communications, corporate image and corporate reputation. As such, it can be viewed as providing the foundation to the nascent field of corporate marketing. This article seeks to break new ground by marshalling the literature that underpins the major disciplinary strands which inform identity studies and respectively focuses on the concepts of corporate identity (marketing) and organisational identity (organisational behaviour).

Design/methodology/approach

Two bodies of literature (corporate identity and organisational identity) were selected for review and examination in terms of their implications for corporate level marketing.

Findings

The authors' review of the literature makes an advance on extant reviews of the literature not only by highlighting the importance of identity and its potential to reveal the organisation (and thereby providing a foundation for the management and comprehension of corporate marketing activities such as corporate branding, communications, reputation etc.), but also by throwing light in terms of the various identity perspectives (four are identified) which differ with regard to conceptualisation, locus of analysis and explanandum.

Originality/value

This analysis of the literature reveals a degree of synergy and integration between the two disciplinary strands of thought relating to identity. Moreover, the analysis facilitates a more comprehensive understanding of the implications of identity studies for the nascent field of corporate marketing.

Details

European Journal of Marketing, vol. 41 no. 7/8
Type: Research Article
ISSN: 0309-0566

Keywords

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Article
Publication date: 1 June 2005

Hong‐Wei He and John M.T. Balmer

To investigate empirically the salience, and significance, of generic identity (industry‐wide identity) within the British Building Society Movement.

1160

Abstract

Purpose

To investigate empirically the salience, and significance, of generic identity (industry‐wide identity) within the British Building Society Movement.

Design/methodology/approach

A qualitative, explanatory study drawing on the principles of grounded theory/case‐study research design.

Findings

The study confirmed the survival/existence of an industry‐wide identity and found this identity type to be of considerable significance and strength. The antecedents of the industry's identity were shown to be a common historical legacy; strong industry culture; effect of regulation; and industry responsiveness to threats. The study builds on the earlier work of Balmer regarding generic image and identity and confirms the salience of the “historicity” of identity articulated by Moingeon and Ramanantsoa. It broadly supports Albert and Whetten's categorisation of identity except with regard to enduringness. In this regard the research found Gioia's notion of adaptive instability to be salient.

Practical implications

The management of generic identity is of crucial importance. Changes of corporate identity need to take account of the generic identity.

Originality/value

The first major empirical study of generic identity and, as such, the first empirical study of industry identity within the financial services sector.

Details

International Journal of Bank Marketing, vol. 23 no. 4
Type: Research Article
ISSN: 0265-2323

Keywords

Abstract

Details

European Journal of Marketing, vol. 40 no. 7/8
Type: Research Article
ISSN: 0309-0566

Available. Content available
Article
Publication date: 3 August 2010

Linda D. Peters and Andrew D. Pressey

1032

Abstract

Details

Journal of Business & Industrial Marketing, vol. 25 no. 6
Type: Research Article
ISSN: 0885-8624

Available. Content available
Article
Publication date: 21 November 2011

Avinandan Mukherjee

985

Abstract

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 5 no. 4
Type: Research Article
ISSN: 1750-6123

Available. Content available
Article
Publication date: 27 November 2007

Avinandan Mukherjee

329

Abstract

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 1 no. 4
Type: Research Article
ISSN: 1750-6123

Available. Content available
Article
Publication date: 4 April 2008

Avinandan Mukherjee

341

Abstract

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 2 no. 1
Type: Research Article
ISSN: 1750-6123

Available. Content available
Article
Publication date: 28 October 2014

Avinandan Mukherjee

1497

Abstract

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 8 no. 4
Type: Research Article
ISSN: 1750-6123

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