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...