Managing the Multiple Identities of the Corporation

In many instances, a company’s efforts to find its identity and articulate it are based on a belief in a single monolithic corporate identity. Our research leads to a different view-namely that organizations have multiple identities. In fact we have delineated five kinds of identity, which can be examined in a framework termed the AC2ID TestTM (ACCID), namely the actual, communicated, conceived, ideal, and desired … [ Read more ]