In the wake of corporate acquisitions, mergers and spin-offs, considerable attention has been devoted to senior management corporate identity and its communication to key stakeholders. This article provides a framework to achieve a better understanding and management to better manage their business identities. Many companies work with a belief in a single monolithic corporate identity. Our research leads to a different view: Organizations have multiple identities. We Delinea … Read more »

In the wake of corporate acquisitions, mergers and spin-offs, considerable attention has been devoted to senior management corporate identity and its communication to key stakeholders. This article provides a framework to achieve a better understanding and management to better manage their business identities. Many companies work with a belief in a single monolithic corporate identity. Our research leads to a different view: Organizations have multiple identities. We outline five types of identity within a framework called the AC2ID TestTM (ACCID), namely the actual, informed, thoughtful, ideal and desired identities. These all reflect: the current, different attributes of the organization, what the organization communicates about itself; society’s perceptions of the participants, the optimal positioning for the organization and the entrepreneurial vision from the perspective of the CEO or board of directors. Not only should the management to understand its multiple identities, it should also be alert to critical misalignments among them, because they can considerably weaken a company.
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John M.T. Balmer
Source: California Management Review
16 pages.
Release date: 01 April 2002. Prod #: CMR228-PDF-ENG
Managing the Multiple Identities of the Company HBR case solution

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