Corporate values as the basis for creation a unique identity of corporations

Author(s):  Е.А. Оsipova, Dr., associate Professor, Plekhanov Russian University of Economics, Moscow, Russia, prconsult@list.ru

Issue:  Volume 38, № 4

Rubric:  Journalism and public relations

Annotation:  With the increasing number of commercial companies and non-profit organizations, the formation of a unique identity is becoming increasingly relevant for each of them. Modern scientific knowledge recognizes that corporate values should play a key role in this formation, but the question of under what conditions they can enhance corporate identity remains open. The study of these conditions, carried out on the basis of the author's axiological model, is the subject of this work. In the process of researching documents and information materials posted on websites and corporate accounts on social networks of 30 Russian commercial companies and 30 Russian non-profit organizations, the role of global, ethno-cultural, corporate and personal values in enhancing the uniqueness of company / organization identity was analyzed. The study showed that the formation of the identity of commercial companies is influenced by the core values of those areas in which they carry out professional activities (global level), as well as the corporate level values of each company. The identity of nonprofits is based on global and personal levels. The latter is associated with the implementation of values, the name of which in a corporation unites people with their personal values. The scientific novelty of the study was the discovery that ignoring a certain level of values reduces the uniqueness potential of a corporate identity. Therefore, to strengthen it, a more systematic and active involvement of employees in the implementation of corporate values of all four levels is necessary. In addition, a condition for the formation of a unique identity is the development of systems for informing employees and stakeholders about the implementation of corporate values in professional and social activity. The results of the work will be useful both to researchers of management processes and the organization of communications in modern corporations, as well as to practitioners who solve managerial and communicative tasks

Keywords:  values, corporate values, corporate identity, corporation, commercial company; non-profit organization

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