Two gaps analysis

Graham Dowling

Dowling's corporate image creation model identifies two gaps in the image of a company: the gap between formal company policies and the employees' image of the company; and the gap between the employees' company-image and the external group image of the company.

Two gaps analysis

Graham Dowling

Dowling's corporate image creation model identifies two gaps in the image of a company: (1) the gap between formal company policies and the employees' image of the company; and (2) the gap between the employees' company-image and the external group image of the company. These gaps can constitute a real problem and bringing the internal and external image in line with company policies and with each other is a major goal of an organisation.

The policy of the organisation is depicted in published materials such as yearly reports, and other information available to outsiders, such...

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