Corporate Identity: A Flexible Role for Research

Market research is playing an increasingly important role in corporate identity programmes. Such programmes call for action-oriented research to guide specific decisions on current and desired image, in monitoring the marketing environment, and in testing corporate identity executions such as names, logos and advertisements.

Corporate Identity: A Flexible Role for Research

Philip Dover & Robert Kopp Babson College, United States andRoy Croft Roy Croft Advertising, United Kingdom

INTRODUCTION

Frederick Webster, in a recent book on Market-Driven Management (1994), stressed the importance of market information in strategic decision making.

'For the market-driven company, customer knowledge is a distinctive competence and one of its most important strategic assets.... every important judgment made by management is based on current, complete, and correct information about the...

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