- Actual identity, or who or what the organization really is - this encompasses such things as organizational behavior, activities, market scope, performance and positioning, but also internal values. The most important stakeholders here are employees.
- Communicated identity, who or what the organization says it is , this includes various organizational messages sent by the company, normally planned messages through public relations or marketing communications. The stakeholders here are the organizations communication functions.
- Conceived identity, or how others view the organization - includes reputational profile and image representation. Stakeholders here are normally external but can include employees.
- Ideal identity, or that which the organization might compare itself with - the optimum positioning for the organization in a given time frame. Stakeholders here are other organizations that are "best in class" that can possibly provide a benchmark.
- Desired identity, or what the organization would like to be - normally this is a decision made by upper management. Stakeholders here are the board, top management, etc.
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