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Corporate Identity
Corporate identity is not only what an organization perceives itself to be but also what an organization says it is. Hence, corporate identity is often understood as an externally oriented concept. The concept has its roots in the consultancy business and marketing. Still, there is a marked increase in literature focusing on corporate identity across several disciplines. One reason for this might be that identity, in general, is seen as important for the foundation of the image and reputation of the ...
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