دانلود رایگان مقاله دیدگاه جدید در ارتباطات تغییر در هویت سازمانی

Abstract

This paper addresses a gap in the literature on communication of change in corporate identity (CI) by investigating the brand migration of Bosch in India. Based on an in-depth case study of Bosch in India, this paper develops seven propositions and conceptualises a framework for strategic communication of change in CI. The key propositions centre around strategic orientation, a constituency focussed approach, dual branding as an intermediate stage, integrating product messages with corporate messages, having a long time horizon to prevent loss of continuity, measuring effectiveness with a hierarchy of effects, and harnessing reciprocity of advertising and public relations. © 2016 Production and hosting by Elsevier Ltd on behalf of Indian Institute of Management Bangalore.

Conclusion

This research identified an important gap in the literature of communicating change in CI effectively. The paper merged the two constructs of communication and corporate identity to identify new perspectives on communication of change in CI. The study was based on an in-depth analysis of a case study on Bosch. In-depth interviews were conducted with senior people and archival data were analysed. The richness of the case context enabled development of seven propositions and conceptualisation of a framework for strategic communication of change in CI. The key propositions are: to include strategic orientation in communication, a constituency focussed approach, dual branding as an intermediate stage, integrating product messages with corporate messages, to have a long time horizon to prevent loss of continuity, measuring effectiveness with hierarchy of effects, and harnessing reciprocity of advertising and public relations. Future research can test these propositions empirically. Some ideas about types of measures that can be used for testing the hypotheses have been provided in the paper.