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How to overcome the challenges of aligning the external image and the internal corporate identity when serving multiple market segments

Hemel, Carmen (2016) How to overcome the challenges of aligning the external image and the internal corporate identity when serving multiple market segments.

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Abstract:In a continuously and rapidly changing environment, it is pivotal for companies to create a proper sustainable alignment between external image and internal identity. This alignment reflects a congruence between what customers observe in terms of image and the way organizational members consider themselves in terms of identity. As companies are serving an increasing number of market segments, it is imaginable that within these segments, the image that exists about a company differs. Therefore, this research investigates how companies can overcome the challenges of aligning image and identity differences as a result from serving multiple market segments. Using semi-structured interviews, the existing identity and image of a young and growing b2b company was investigated. The analysis shows differences between segments that are mainly caused by variety in involvement and variety in the nature of the market segments. For this reason, one segment finds certain distinctive values more important than another segment. In conclusion, young b2b companies should find out which of the values they possess are perceived as most important in the different market segments they are operating in, in order to increase the effectiveness of communicating the desired image.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:http://purl.utwente.nl/essays/69158
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