Online smart corporate identity management
Abstract : Using a qualitative research method we studied the case of Linnaeus University. The purpose of this research was to study how Linnaeus University is using their corporate identity in their communication against students and employers. After analyzing the results of our empirical study and reflecting on the theoretical framework we concluded that Linnaeus University places great emphasis in their identity, that it is of great importance to them and that they have put a lot of effort in their corporate identity and how they mediate it in their communication. They have a clear picture of they see the university and how they want to communicate the identity, the basis for this is clarity and a strong internal communication strategy. In accordance with the theoretical framework Linnaeus University has a good corporate identity management and the university is so far a success. We believe that there is further research that should be carried out in the field of corporate identity and image in the world of academics. More qualitative as well as quantitative empirical research would be interesting, especially to use a comparative research design investigating both several universities and potential students.
? Image, therefor, exists only in the mind of stakeholders and cannot be managed directly by organizations.
? A deductive approach is generally much more specific, since it departs from existing theory with a purpose for either supporting or rejecting the theory.
? The research is mostly based on existing references and knowledge, which is most often provided through secondary data research.
? That was kind of what we were afraid of to, because who applies for a university that doesn´t exist.
? The central concept in this chapter is corporate identity and corporate identity is the fundamental part for all sub-headings.
? It comprises a motivation for the chosen subject and a problematization that will be sharpened down to a purpose.
? This is mainly a problem for Universities with a lower amount of students but the result is a clear indicator of how the fierce competition over students in the future could force some educational institutions to shut down their business.
? This research design is about identifying and describing a problem and giving it a solution.
? Intrinsic cases are undertaken with the primary goal of gaining insight into the particularities of a situation, rather than to gain insight into generic issues or other cases.
• The purpose of this research was to study how Linnaeus University is using their corporate identity in their communication against students and employers.
• The conceptual definition of corporate identity is “a firm´s strategically planned and purposeful presentation of itself in order to gain a positive corporate image in the minds of the public.
• The deductive theory is based on earlier research in the field and forms the foundation for the purpose and research question.
• The foundation for the study will lay on a primary set of data provided from the researched companies and secondary data will be gathered in purpose of either strengthening the primary data or question it.
? It’s not easy to differentiate products of similar performance and appearance and it’s especially hard in overcrowded markets.
? In circumstances like this the performance and nature of the producers assumes greater significance.
? It’s not unusual for people to resist buying from those whose values differ from their own.
? Corporate identity used to be considered on an artifactual level where the visibility of the organization (logos, annual reports etc.) was what defined the corporate identity.
? At a corporate level, image and identity are often used to mean the same thing while marketers will use the terms interchangeably.
|