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J.M.T. BALMER and S.A. GREYSER J.M.T. BALMER AND S.A. GREYSER
Objectives:
To explain, and discuss, a new approach to corporate identity management To examine the interface concept in its various guises Model of the Moment: the AC2ID TestTM: see Figure 1, page 17.
J.M.T. BALMER AND S.A. GREYSER
Background
The study underpinning the test aimed to: reconcile the various disciplinary roots of identity studies within a PRACTICAL, PRAGMATIC AND MEMORABLE FRAMEWORK It draws on several major strands of inquiry: (a) the TransAtlantic Identity Study, various multidisciplinary literature reviews, and Harvard Case Studies
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COMPLEXITY
Accommodating the multi-faceted and multi dimensional aspects of identity as revealed in recent identity scholarship (see Whetten and Godfrey 1998) different paradigmatic approaches
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VARIABILITY
The mix of identities pertaining to an entity are not sclerotic. Different identity are likely to inhabit different time-frames. Thus, rather than thinking of identities as being central distinctive and enduring (Albert and Whetten 1985) it may be preferable to replace enduring with evolving (Balmer 2001)
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HETEROGENEITY
The need for sensitivity to, and recognition of the various disciplinary strands comprising identity studies.
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COMMUNICATED IDENTITY
Normally encompasses controlled corporate communications (advertising, pr) but can also include the performance effects of products and services and of spin and commentary made about the organization (see total corporate communication)
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CONCEIVED IDENTITY
Refers to the main perceptual concepts of corporate image, and corporate reputation. (a choice has to be made as to which groups and which concepts form the conceived identity)
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IDEAL IDENTITY
Purely a conceptual construct it refers to the articulation by strategic planners and others of the optimum positioning of the organization its market or markets in a given time frame. Normally based on current knowledge about the organizations prospects in the context of projections vis a vis the general business environment
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DESIRED IDENTITY
The lives in the minds of corporate leaders. It is their vision for the organization. It is Not the same as the ideal identity since such an identity type might reflect the personality type and drivers of the CEO, or the board etc
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A
Actual
Communicated
Conceived
I
Ideal
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be capable of being operationalized by consultants improve best practice among managers bring objectivity to the consultancy and practice assist in evaluating corporate identity programs Be memorable
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Simplifying the model. A close examination of the pentagon will reveal two, more focussed,, relationships. (they constitute two triangles within the pentagon) Consider: A/C/C which, broadly, provides a snapshot of the present position And A/I/D which, broadly, provides insights into the future position(s).
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Summary: i
The AC2ID Test accommodates powerful identity categories into a single, integrated model. It marshals various identity types that are derived from organizational reality and culture, strategy, management vision, perception, and communication It takes account that different identity categories are likely to inhabit different time frames.
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Summary: ii
The modus vivendi of the framework is that where significant misalignments occur between identity types then these require realignment in order to avoid potentially damaging consequences. The REDS2 Acid Test Process provides a means by which the framework may be operationalized.
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