University of Twente Student Theses


Entrepreneurial Leadership as the Driving Force to Successfully Establish a Corporate Identity

Stoffregen, R.M. (2014) Entrepreneurial Leadership as the Driving Force to Successfully Establish a Corporate Identity.

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Abstract:Management plays a key role in the establishment and maintenance of a corporate identity, including paying specific attention and analyzing the internal influenceable requirements of the process. Extant research, however, provides only little knowledge, which requirements have to be considered to successfully accomplish the process of a corporate identity. Thus, this paper will present the key requirements Motivation, Trust, Employee Satisfaction, Mental Overload, Growth, Identity with the Company and Relationship to the Customer, which have to be carefully analyzed and considered to successfully establish a corporate identity and how they are effectively used to develop a unique corporate identity. Those requirements evolved from the qualitative research analysis, representing the opinions of 76 interviewed (entrepreneurial) leaders, on the effect on employee commitment and on economic performance when leading in an entrepreneurial way. Corporate identity may effect their overall organizational direction in building a unique corporate identity and gaining competitive advantages within the context of a global business environment. The study acknowledges the increase in the awareness of the benefits of an entrepreneurial leader, who can be characterized by the entrepreneurial Big Five personality traits, by his or her affects on the encouragement of entrepreneurial behavior in the employees, a unique appearance with shared beliefs and values can be the result. However, there is a need for organizations to understand the underlying requirements to develop a unique corporate identity in a global business environment and make use of this competitive advantage. Therefore the study contributes to the corporate identity literature in providing key requirements, which have to be understand, considered and evolving issues addressed and amended.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
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