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IBM Corporate Identity: Von der weltweiten Dezentralisierung des CI-Prozesses zuerueck zur Zentralisierung
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ISBN10: 1478336404
ISBN13: 9781478336402
Publisher: Createspace
Published: Aug 3 2012
Pages: 114
Weight: 0.49
Height: 0.30 Width: 6.00 Depth: 9.00
Language: German
ISBN13: 9781478336402
Publisher: Createspace
Published: Aug 3 2012
Pages: 114
Weight: 0.49
Height: 0.30 Width: 6.00 Depth: 9.00
Language: German
Wirtschaftlicher Erfolg ist in unserer Welt globaler Interdependenzen nicht mehr ausschliesslich das Ergebnis guten Rechnens und straffen Managements. Vielmehr erhalten nicht mehr quantifizierbare Faktoren eine grundsaetzliche Bedeutung. Emotionelle Konstrukte wie Identitaet, Image und Persoenlichkeit werden zunehmend zu strategischen Erfolgsfaktoren. Multikulturelle Maerkte und multikulturelle Human Ressources erfordern interkulturelle Kommunikations- und Wertesysteme sowie Identitaeten, um sowohl im soziooekonomischen Umfeld als auch intern zu kommunizieren. Corporate Identity wird als ?Identitaet eines Unternehmens? bezeichnet. Durch die eigene Corporate Identity formt ein Unternehmen sein Image und faellt es inhaltlich aus. Corporate Identity ist aber auch die fundamentale Unternehmensstrategie und die Summe aller Erscheinungsweisen, mit denen sich eine Organisation vor ihren Mitgliedern und vor der Oeffentlichkeit praesentiert. Die vorliegende Arbeit verdeutlicht am Beispiel der IBM Corp. zunaechst die Bedeutung einer stimmigen und ueberzeugenden Corporate Identity. Anschliessend wird die Zentralisierung bzw. Dezentralisierung der Organisation des Marketing und ihre Einfluesse im Hinblick auf die Zielerreichung der Sicherung der Corporate Identity bei IBM und dadurch des Unternehmenswertes untersucht.
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