Ceris-CNR Working paper
12/2000Identità e immagine organizzativa
negli Istituti CNR del Piemonte
[Organizational identity and corporate
image of the National Council of Researches (CNR) in Piedmont-Italy]
Paolo Enria
Agosto 2000
Abstract
Nowadays, the differentiation of the corporate image is one of the most important goals in business. The aim of this work is to introduce a sequence of actions suitable for building a powered organizational image. At the first step, we study identity in organizaztions through a research for the italian CNR (National Council of Researches). In fact, we note that managing the cultural identity is useful to combine the two aspects of the organizational communication: the internal and the external. Through the analysis of the main theories of the image and the organizational identity, we also introduce a new communicational pattern up to date and ready to be tested.
Key words:
corporate image, organizational identity, cultural identity,
social identity, communication.
JEL Classification: