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Corporate Identity
(232 words)

[German Version]

This term originated in American management literature. It designates the identity of a company gained by setting out its self-image through a mission statement, which serves the purpose of self-assurance on a symbolic level (e.g. firm logo) and direction of behavior based on codified values. A distinction is made between performance values (e.g. customer orientation), interaction values (e.g. loyalty), and moral values (e.g. fairness), which are fixed in standards of behavior. Accordingly, corporate identity assumes that companies can be described as a …

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Wieland, Josef, “Corporate Identity”, in: Religion Past and Present. Consulted online on 20 January 2020 <http://dx.doi.org/10.1163/1877-5888_rpp_SIM_03241>
First published online: 2011
First print edition: ISBN: 9789004146662, 2006-2013



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