Best in brief: Identity crisis

Companies should regularly audit their `identity'. Company identities, like brands, may become obsolescent and may 'trap' the company, preventing necessary development.

Best In Brief

MIT Sloan Management Review: Identity crisis

H. Bouchikhi and J.R. Kimberly

Douglas WestUniversity of Westminster

 

It is important for organisations to undertake a regular 'identity audit' to ascertain whether the current identity is impeding change. Transforming an identity is easier when key internal and external stakeholders understand the need for change, but feel secure about the long-term viability of the business. Managers need to be aware of, and anticipate, identity obsolescence, just as they anticipate the obsolescence of products.

As with individuals, companies with ambiguous identities have trouble maintaining an internal balance. In the case...

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