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Relationship between corporate identity, place architecture and identification: An exploratory case study

机译：企业标识，场所架构和标识之间的关系：探索性案例研究

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Purpose - How organizations view, value and manage their place architecture in relation to identification and corporate identity has received little research attention. The main goal of this paper is to provide an integrative understanding of the relationships between corporate identity, place architecture, and identification from a multi-disciplinary approach. It is assumed that the characteristics of the organization and of the way a corporate identity and place architecture are managed will affect employees' and consumers' identificatioa Design/methodology/approach - The paper uses a theory-building case study within the phenomenological/qualitative research tradition. The data were gathered through 15 in-depth interviews with top management who were working at a London-Based Business School. In addition, six focus groups were conducted with a total of 36 academics, and new empirical insights are offered. NVivo software was used to gain insight into the various influences and relationships. Findings - Drawing on one case study, the findings confirm that firms are using the conceptualizations of corporate identity and place architecture, including the leveraging of tangible and intangible forms of consumers'/employees' identification, toward a university business school. The insights from a single, exploratory, case study might not be generalizable. Originality/value - The relationships between corporate identity, place architecture and identification have received little research attention and have hardly been studied at all from the perspective of this paper. This paper has value to researchers in the fields of marketing, corporate identity, place architecture, design, as well as professionals involved in managing a company's architecture. Drawing on the marketing/ management theory of identity and architecture alignment, managers and policy advisors should devote attention to each element of the corporate identity and place architecture and ensure that they are meaningful, as well as in dynamic alignment.
机译：目的-组织如何识别，评估和管理与身份和公司身份相关的场所架构，但研究很少受到关注。本文的主要目的是从多学科的角度提供对公司身份，场所架构和标识之间关系的综合理解。假设组织的特征以及企业标识和场所架构的管理方式将影响员工和消费者的标识设计/方法/方法-本文在现象学/定性研究中使用了理论构建案例研究传统。数据是通过对总部位于伦敦商学院的高层管理人员进行的15次深度访谈而收集的。此外，还开展了六个焦点小组会议，共有36名学者参加，并提供了新的经验性见解。 NVivo软件用于深入了解各种影响和关系。调查结果-借助一个案例研究，调查结果证实了企业正在使用公司身份和场所架构的概念，包括将有形和无形形式的消费者/雇员身份标识用于大学商学院。来自单个探索性案例研究的见解可能无法推广。原创性/价值-公司身份，场所架构和标识之间的关系很少受到研究关注，并且从本文的角度进行了研究。本文对市场营销，企业形象，场所架构，设计领域的研究人员以及参与管理公司架构的专业人员具有重要的价值。利用身份/架构一致性的市场营销/管理理论，管理人员和政策顾问应将注意力放在公司身份和场所架构的每个元素上，并确保它们有意义以及动态一致性。

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