Corporate-Identity-Konzeptionen zur Imageprofilierung im globalen Wettbewerb
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Inhaltsangabe: Einleitung: Durch die Globalisierung der Märkte, den raschen technologischen Fortschritt und immer ähnlicher werdenden Produkten, bei annähernd gleichen Preisen und Vertriebskanälen, wird es für die Unternehmen immer schwieriger sich gegenüber der Konkurrenz zu differenzieren und zu profilieren. Emotionelle Konstrukte wie Identität, Image, Persönlichkeit werden zu strategischen Erfolgsfaktoren. Stetiger Wertewandel und eine unüberschaubar breite Produktpalette macht die Konsumenten kritischer und anspruchsvoller, aber auch immer orientierungsloser. Emotionelle Zusatznutzen und Identifikationsmerkmale entscheiden den Konkurrenzwettkampf am Markt. Multikulturelle Märkte und multikulturelle Human Resources erfordern interkulturelle Werte- und Kommunikationssysteme sowie Identitäten, um im sozioökonomischen Umfeld aber auch intern untereinander zu kommunizieren. Der besondere Stellenwert interkulturell akzeptierter Corporate Identity Systeme spiegelt sich vor allem auch in der Regionalisierung und Ethnisierung von Interessen wider. Corporate Identity, ein relativ junges Instrument der strategischen Unternehmensführung wird zu einem der entscheidenden Erfolgsfaktoren für den Fortbestand der Unternehmung und der Erfüllung des unternehmerischen Zielbündels. Für die einen ist sie der Inbegriff erfolgreicher Unternehmensführung, andere sehen in ihr lediglich eine weitere Variante im Konzert moderner Managementphilosophien.". CI ist keine Modeerscheinung, sondern eine unternehmerische Aufgabe und Notwendigkeit. CI wird mehr denn je für Unternehmen, andere Organisationen und sogar Staaten zu einem unabdingbaren Schlüsselinstrument werden, das Strategie, Kommunikation, Marketing und Unternehmensverhalten miteinander verbindet und somit zielorientiert die erwünschten Effekte im sozioökonomischen Umfeld provoziert. Wie entsteht nun eine Corporate Identity? Woraus besteht sie? Welche symptomatischen Komplexitäten entstehen aufgrund internationaler Marktaktivität
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