The character, or personality, of an organisation can
influence its corporate reputation; in particular, it can affect the way in
which stakeholders view the organisation.
Using the live case study organisation discussed in class (Gateley PLC), you are required to write a
3,000-word report considering the contribution of a strong corporate character
(personality) to the reputation of the organisation.
You should conduct
a critical review of the organisation’s corporate character in relation to its
reputation, considering in particular corporate identity and culture. Prepare a
report addressing the following tasks:
Critically evaluate the concepts of corporate character, culture and
identity and their impact on corporate reputation for organisations in general.
Conduct a critical analysis of your chosen organisation’s character,
culture and identity, and their impact on its reputation, using a range of
Recommend, with justification, a coherent corporate identity strategy,
to strengthen the organisation’s reputation.
For the purposes
of this task the terms ‘character’ and ‘personality’ are understood to mean the
same thing and are used interchangeably.
To complete this
task successfully, you should read widely around the topic. Reading should
include not only academic materials, but also organisational documents,
newspapers, magazines, market reports and online discussions. These should be
used to provide evidence and examples to support points made, and reduce the
number of unsupported, subjective comments. Such material should be fully
referenced, to demonstrate the breadth of research undertaken.
You should first
examine the arguments and current debates relating to the interrelated concepts
of corporate character or personality, corporate culture, and identity, and the
extent to which there is agreement among scholars. This involves considering
key concepts and models regarding reputation management. Good responses will
critically compare and contrast the views and theories of different authors,
and discuss the nature of the concept of ‘corporate character’ and the impact
of corporate culture and identity on reputation. You should consider the key
theoretical frameworks and concepts related to corporate character or personality,
culture and identity as they relate to all organisations, in other words
outline the general principles, which apply to every organisation regardless of
size or function. You should use up-to-date illustrative examples to
demonstrate that you understand the relevance of the concepts and how they work
The second area
requires a critical evaluation of the given organisation’s corporate character,
culture and identity, including its strengths and weaknesses. This should
include an evaluation of the impact of the current corporate character on the organisation’s
reputation. You should use a range of tools for this evaluation, such as
stakeholder analysis, gap analysis, perceptual mapping etc.
You should propose
and justify recommendations for a new corporate identity strategy for the
organisation that will strengthen and protect its reputation. You are advised
to avoid describing tactical solutions, but should provide strategic
recommendations and advise the organisation how it can manage these changes.
Consideration must be given to the financial and political consequences of
implementing the recommended strategy. Stronger answers will examine the extent
to which these changes may impact on the operation of the organisation as a
the concepts of corporate character, culture and identity and their impact on
corporate reputation for organisations in general.
a critical analysis of your chosen organisation’s character, culture and
identity, and their impact on its reputation, using a range of tools. 40% weighting
justification, a coherent corporate identity strategy, to strengthen the organisation’s
reputation. 40% weighting